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Marketing Management-Millenium Edition
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Marketing deals with identifying and meeting human and social needs. One of
the shortest definitions of marketing is “meeting needs profitably.” Whether the marketer
is Procter & Gamble, which notices that people feel overweight and want tasty
but less fatty food and invents Olestra; or CarMax, which notes that people want more
certainty when they buy a used automobile and invents a new system for selling used
cars; or IKEA, which notices that people want good furniture at a substantially lower
price and creates knock-down furniture—all illustrate a drive to turn a private or social
need into a profitable business opportunity through marketing
Philip Kotler - Personal Name
1st Edition
0–536–63099-2
NONE
Marketing Management-Millenium Edition
Makerting
English
Prentice-Hall, Inc.
2002
USA
1-456
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