Title:
A Short and Useful Definition of Marketing: “Exchanging Value to Satisfy Target Customers”

Authors:
HyungJin “Michael” Park, USA

Abstract:

A challenge we have faced in teaching students in the ‘Principles of Marketing’ class is a lengthy definition of marketing provided by the American Marketing Association. Arguably the length of this definition inhibits students from remembering or keeping in mind the essential nature of marketing. Therefore, I suggest a short and useful working definition of marketing as “exchanging value to satisfy target customers.” This short definition may benefit students and the public alike to remember the definition of marketing and, in turn, keep in mind the essential nature of marketing.

DOI: https://doi.org/10.51505/IJEBMR.2025.9516