ABSTRACT
Kotler et al. (2005, p. 6) suggest that marketing is ‘A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’. In effect, marketing has evolved well beyond early views of the marketing concept (McCarthy and Perreault, 1987) as meeting customer needs through decisions about the four Ps – product, place, price and promotion.
