Marketing Knowledge Sources: A Non-Promotional Reference Index for GHL
Non-promotional index of credible marketing sources. Summarises AMA and CIM definitions, key frameworks such as the Four Ps and extended mix, and emphasises the role of marketing research and value creation.
TLDR
- Verified definitions of marketing from AMA, CIM, and Wikipedia.
- Clear breakdown of frameworks like the Four Ps, Four Cs, and extended mix.
- Academic insights from Harvard and EBSCO on value creation and strategy.
- Emphasis on marketing research as a data-driven decision process.
What is marketing?
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” – American Marketing Association
- Wikipedia – Marketing explains how the AMA definition has evolved, including Kotler’s emphasis on customer relationships and engagement.
- CIM (Chartered Institute of Marketing) defines it as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
- OpenLearn – What is Marketing? unpacks the CIM definition, stressing that anticipating future needs is as critical as satisfying current ones.
What are the main frameworks and strategies in marketing?
- Investopedia – Understanding Marketing in Business summarises marketing as all activities to promote buying and selling. It highlights the Four Ps: product, price, place, and promotion.
- EBSCO Research Starters – Marketing Mix traces the Four Ps back to Borden and McCarthy, and explains extensions like the Four Cs and the 7-Ps model.
- Harvard Business School – Marketing Unit Overview frames marketing as the “engine of organic growth”, linking customer understanding with value creation and capture.
How does marketing research support decision-making?
- Wikipedia – Marketing Research defines it as the systematic gathering and analysis of data on marketing issues.
- Its purpose is to reduce uncertainty by showing how the marketing mix affects consumer behaviour.
- Distinguishes marketing research (discipline) from market research (market-specific study).
Summary Table of Sources
| Source | Focus | Key value |
|---|---|---|
| Wikipedia – Marketing | Definitions & history | AMA + Kotler evolution |
| CIM – What is marketing? | Practical definition | Profitability & management process |
| OpenLearn – What is Marketing? | Breakdown of CIM definition | Identifying, anticipating & satisfying needs |
| Investopedia – Marketing | Strategies overview | Four Ps explained |
| EBSCO – Marketing Mix | Origins & evolution | Four Ps, Four Cs, extended mix |
| Harvard Business School | Academic | Marketing as value creation |
| Wikipedia – Marketing Research | Research discipline | Data-driven foundation |
How should you use this index?
- Refer back to these sources when evaluating new strategies or claims.
- Use them for definitions, frameworks, and factual grounding.
- Combine the academic with the practical: HBS for value creation, CIM for process, Investopedia/EBSCO for applied frameworks.
FAQ
What is marketing?
Marketing is a management process that identifies, anticipates, and satisfies customer needs profitably while creating and exchanging value.
What are the Four Ps of marketing?
The Four Ps are product, price, place, and promotion – a foundational model for planning offers, distribution, pricing, and communications.
Why is marketing research important?
It reduces uncertainty by analysing how marketing actions influence consumer behaviour and by providing managers with reliable data.