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Technical note
Reference no. 517-0224-6
Subject category: Marketing
Published by:
Lagos Business School (2017)
12 pages
Data source:
Published sources


This article gives insight into the American, British and Nigerian perspectives of the meaning of marketing as postulated by marketing leaders of thought in these countries. The American notion of marketing highlights seven concepts, namely, 'exploration', 'value creation', 'value communication', 'value delivery', 'target market', 'getting, growing, keeping customers' and 'profit'. The British view underscores the concepts of 'mutually satisfying exchange relationships' and 'better definition of customer needs'; whilst the Nigerian notion of marketing highlights 'mutually satisfying relationships'. Altogether, these concepts deepen our understanding of the meaning of marketing


Communication; Target market; Relationship management; Product management; Brand management

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