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MBA Prep: Marketing


Michael J. Swenson, PhD
Brigham Young University
David B. Whitlark, PhD
Brigham Young University
Gary K. Rhoads, PhD
Brigham Young University


Brad Gessell
Course Designer
Kaden Comadena
Course Designer
Tyler Searle
Video Production
Rachel Cottrell
Illustrations Designer


Thomas Groshong
Software Engineer
Jordan Gardner
Software Engineer
David Hanks
Software Engineer


Bryce Gessell
Content Editor
Kyle Young
Editorial Assistant
Rachel Sawyer
Content Editor
Edition 1
(rev. 177)

Definitions of marketing range from complex and confusing, to simple and inadequate. The American Marketing Association defines marketing as an "activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." On the other hand, revered startup marketer and consultant Regis McKenna defines marketing by saying, "Marketing is everything and everything is marketing." Neither definition is very satisfying. There is no good way to compress the study of marketing down to a single sound bite. Marketing is complex, multidisciplinary, and changes in scope and content almost daily, but that is what makes it challenging and interesting.

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