Kotler on Marketing Let us begin at the beginning – namely, with a brief consideration of what we mean by the term “Marketing.” Quite convincingly, Phil Kotler (1991) has defined “Marketing” as “a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value” (p. 4, italics added). This definition emphasizes the importance of an exchange relationship that involves a transaction between two agents in wh...