Business Marketing

An Overview of MarketingUnderstanding marketing is vital to your success as a business professional. According to Lamb, Hair, and McDaniel (2014), “Marketingis the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have valuefor customers, clients, partners, and society at large” (p. 3). Companies that fail to embrace marketing as an essential businessfunction commonly fail. Companies that effectively employ marketing strategically and tactically typically prosper.You practiced with developing your own slogan or motto in your introductory discussion, which is a form of personal marketing. Sinceyou are a product in the career marketplace, it is essential that you properly market your personal brand by communicating a messagethat personifies your personal brand.Now you will learn how a company employs marketing by watching the following video on Geoffrey B. Small®, a popular clothing fashioncompany.Using research from Chapter 1 in your textbook, write a minimum of a 2―3 page APA formatted and citation styled informative essay inStandard American English. Please be sure to include an Introduction (where you explain the purpose of your paper), Body (addressingall the checklist items), and Conclusion and an additional title page and reference page in APA format.Checklist: Address the following in your informative essay:Describe how Geoffrey B. Small actively implements the marketing concept.Compare and contrast the four marketing management philosophies that companies choose to adopt.Identify the type of marketing management philosophy employed by the Geoffrey B. Small company.Discuss how the Geoffrey B. Small Company can use social media to demonstrate their commitment to the marketing managementphilosophy they employhttp://www.cengage.com/marketing/book_content/lamb_9781285091860/videos/ch01.html