7
BAB 2
LANDASAN TEORI
2.1
Kajian Pustaka
2.1.1
Pemasaran
Pengertian pemasaran secara konseptual kerap mengalami perkembangan
seiring dengan berjalannya waktu. Berikut disajikan definisi pemasaran awal
versi American Marketing Association pada beberapa periode perkembangan:
1.
Tahun 1935.
“Marketing is the performance of business activities that direct the flow
of goods and services from producers to consumers.
2.
Pertengahan tahun 1980-an.
“Marketing is the process of planning and executing the conception,
pricing, promotion, distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives”.
3.
Tahun 2005.
“Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for
managing customer relationship in ways that benefit the organization
and its stakeholders”.
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