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Introduction
The marketing concept was initially introduced by [33] McKitterick (1957) and [26] Keith (1960). It is defined as a distinction of organizational culture or business philosophy that put the customer at the center of the firm's strategy and operation. The marketing knowledge base is growing continuously. In 1985, the American Marketing Association (AMA) defined marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
For more than 19 years, this definition was used by practitioners and academics. However, the AMA announced a revision of the new marketing definition in 2004. The AMA defined marketing then as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. The association makes periodic reviews about marketing definition from time to time. Recently, AMA announced a new marketing definition:
Marketing is an activity, set of institutions, and processes of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large ([1] American Marketing Association, 2007).
The main reason for the change in the definition of marketing announced by AMA is to better relate marketing with tactical issues and not as a business strategy ([23] Grönroos, 2006b). The [2] American Marketing Association and Fleishman-Hillard (2009), conducted a study to get a better understanding of perceptions about the future of sustainability. According to their findings, the respondents believe that corporate reputation is more important than marketing considerations in encouraging the adoption of sustainability practices. Strategy and tactics have different meanings in marketing. The marketing strategy is a foundation for the success of a business. It is a path to understanding what the customer wants and needs from time to time.
However, the tactical dimension is an execution of the organization's marketing plan. It is supported by some previous studies which found that a top management meeting did not mention marketing as an important actor in customer management ([11] Brown, 2005). To some extent, CEOs had a negative impression of their marketers ([12] Cassidy et al. , 2005). It was found that less...