MGT Notes

Reference: Marketing Management by Kotler Keller 14e (Pg 27)

Marketing can be explained as the process of identifying and meeting human and social needs in a profitable manner. A firm’s marketing objective is to turn a private or social need into a profitable business opportunity. The American Marketing Association defines marketing as:

“……the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.”