Introduction The concept of marketing has evolved tremendously over the years. The evolution is in line with changes taking place in the society. Many authors have debated over the topic and evaluated the concept regularly. In light of this, marketing is recognised as a distinct domain and discipline in the academic and business field. To this end, numerous definitions of this concept have been proposed. The intention of such conceptualisations is to capture what the term means to various groups. For example, a doctor and an engineer may view marketing from different perspectives depending on their personal and professional orientations. Over the past five decades, the concept of marketing has been defined to fit various contexts. For example, there is marketing in the political, social, and not-for-profit sectors. Technological evolutions, new media, and new marketing techniques have led to increased opportunities of re-defining this practice. Some of the definitions of this term have diluted the meaning of the concept. Conceptualisations have been forwarded to suit the focus of various job groups. To this effect, such terms as advertising, sales, customer service, and marketing have been used interchangeably. Both marketers and salespeople continue to apply these terms to suit their own needs. Ultimately, marketing appears to have lost its original meaning. The reason is that the application of the concept has changed to include processes that are part of promotion of goods and services. In this paper, the author will critically review the definition provided by Nigel Piercy. The aim is to identify the strengths and weaknesses of this definition, as well as the gaps that may exist in relation to the use of the marketing concept in the context of this scholar. Recommendations are made to management practitioners in the context of the review provided. Definition of Marketing According to Gamble, Gilmore, McCartan-Quinn and Durkan (2011), numerous authors have acknowledged the extensive misrepresentation, ignorance, and hostility meted out on marketing as a business concept. Achrol and Kotler (2012) agree with this position. Achrol and Kotler (2012) argue that in spite of the increased knowledge on marketing in the society, the concept is not yet well understood. Many people still confuse it with other terms and practices in the business world. The arbitrary nature of marketing emanates from the constantly changing technological contexts and socio-cultural perspectives (Gamble et al. 2011). The practice has changed in tandem with these developments. Consequently, marketing is a dynamic, as opposed to a static, subject. The various definitions of this term seek to bring out the meaning of the concept under varying perspectives or viewpoints. Piercy (2009) provides a unique definition of marketing. According to the scholar, the term refers to a set of management activities carried out in the business world. The tasks referred to conceptualise, create, and avail value to consumers. The definition is very extensive by nature. It specifies events that constitute marketing, as well as the ultimate goal of the concept. Piercy is regarded as a figure of authority in the marketing field. As such, one would expect the definitions and ideas proposed by this scholar to be revered in the marketing field. However, alternative definitions from other scholars reflect