Defining Marketing Definition of Marketing According to Kotler (2000), the term marketing can be defined as being a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. But as Cooke et al. (1992) state, definitions of marketing change as a result of environmental changes, or because our knowledge of the subject improves, or indeed through a combination of these two reasons.…
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