Learning Journal Community Development 4 (MARKETING THE COMMUNITY)
Marketing Definitions General marketing The performance of business activities that direct the flow of goods and services from producer to consumer” (American Marketing Association 2007). This is a broad, consumer product definition of marketing. Societal marketing “ To determine the needs, wants and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well being” (Kotler 1991: 26). Economic development marketing “Creating an image in the minds of key company executives who rarely make expansion decisions; staying in contact with them so that when the time comes to act, they consider a particular community; and, finally, ensuring that their business location needs are fully satisfied.” Component of Marketing Community marketing may be divid
