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Frank Lozada Contreras | [email protected]
Pontifical Catholic University of Puerto Rico
Mari L. Zapata Ramos | [email protected]
Universidad de Puerto Rico, Recinto Universitario de Mayagüez
Received: June 23, 2015
Accepted: September 21, 2015
ABSTRACT
Several authors indicate that there is confusion about what marketing is, because
there are multiple definitions and interpretations established in academic
literature. This multiplicity about the conceptualization of marketing complicates
the development of marketing functions and contributes to its decline within
organizations. This study uses content analysis techniques to explore how marketing
managers define the concept of marketing in Puerto Rican companies. The results
show that 16% of managers define it using concepts related to strategic functions,
50% define it using concepts related to marketing tactics, and 28% state that it
reflects both functions.
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