chapter  1
The Tasks of Marketing
Pages 36

Introduction Marketing, as one sage put it, is concerned with

making it easy and profitable for potential customers to do business. While this definition has superficial appeal and would probably go down well at the annual sales convention, it provides only a par­ tial view of the complex nature of the marketing task. Even Kotler's definition that it is "a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others" lacks any under­ standing of the feel for what constitutes that pro­ cess or how it varies from context to context.