Pub. date: 2009 | Online Pub. Date: December 16, 2009 | DOI: 10.4135/9781412972048 | Print ISBN: 9780761929574 | Online ISBN: 9781412972048| Publisher:SAGE Publications, Inc.About this encyclopedia
Mugur Valentin Geana
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 every organization. The American Marketing Association defines marketing as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” For news media organizations, marketing accomplishes three important and interrelated functions: (1) to identify and create, distribute, and promote their products and services to answer to the informational, educational, and entertainment needs of their audiences; (2) to market their products and services to advertisers and third parties; and (3) to increase brand awareness and develop strategies to promote organizational growth. Both journalists and marketing practitioners use media channels to deliver information to their audiences. ...