Marketing is the customer-oriented process of creating, pricing, distributing, and promoting goods or services. Over the years, marketing has evolved from its dedicated, process-oriented roots to become a distinct and integrated component that drives the output of most organizations. The American Marketing Association defines marketing as an organizational function and set of processes for the creation, communication, and delivery of value to customers and for the management of customer relationships in ways that can benefit the organization as well as stakeholders. This entry offers an overview of the origins and development of marketing, discusses the concept of marketing mix, and explains integrated marketing communications.

For news media organizations, marketing accomplishes three important and interrelated functions: (1) to identify and create, distribute, and promote their products and ...

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