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First and foremost marketing is a process and a function that influence an organisation's ability to deliver value to customers.

The American Marketing Association (2006) define 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."

The above definition clearly places marketing as a function, and a process. This process is managed by the marketing function in most organizations depending on their ‘market orientation' (Kolter et al 2006, p. 15). In addition, to being a function, marketing is also a philosophy of values and practices that determine an organization's approach to business (Bernard 1987, p. 78; Kolter et al 2006, pp. 15-19).

The growing importance of delivering value and satisfaction to the customer is the central theme in marketing management in many organizations (Webster 1992, p. 14).......

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Approximate Word Count: 571
Approximate Pages: 3 (250 words per double-spaced page)

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