Page 223 - sustainable tourism-- Dr.Aya

3/ MARKETING AND

COMMUNICATION:

―Marketing is the activity, set of institutions,

and processes for creating, communicating,

delivering, and exchanging offering that have

for customers, clients, partners, and society at

large". Misiura (2006) considers marketing as

the management function, which satisfies the

customers while achieving the profit making

objectives. The two definitions have one thing

in common which is the focus on customers;

however, the key difference is the focus on

society which was not the case earlier as

depicted in the later definition. Achrol and

Kotler (2012) have discussed the three

contemporary and emerging levels of

Marketing viz., ―sub-phenomena (consumer

experiences and sensory systems), its

phenomena (marketing networks), and its

super phenomena‖ (sustainability and

development). The authors further discuss that

focus of marketing has led to excess of

everything including waste, which have

destructive outcomes. Therefore, it is

imperative to see that how much marketing is

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