Marketing Management : Millenium Edition
by Philip Kotler
Extract from the book :
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.
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