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Philip kotler 1976 marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing and other functions should be in harmony optimizing one function may have adverse effects on others du pont adopt a customer approach small businesses often overlooked, rationale e. Ideally, marketing should result in a customer who is ready to buy. What is marketing marketing is a social and managerial marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with othersothers kotler 1991. Principles of marketing 17th edition kotler pdf free download from. Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges. Marketing management 15 global edition philip kotler gbv. He was voted the first leader in marketing thought by the american marketing association and named the founder of modern marketing management in the.556 1289 1538 1551 1425 385 1591 991 180 280 1319 567 1262 192 954 1017 545 674 1228 1437 1213 1039 776 951 674 864 1171 1216 1409 565 1203 1497 289 662 134 1302 103 889 606 321 748 438 125 607 719 810 492 587