Principles Of Marketing By Philip Kotler Ppt Chapter 1 Upd Jun 2026

This is a two-way street. It’s not just about pushing a product; it’s about for the customer and then capturing value (profit, loyalty, equity) from them.

Kotler begins by stripping away the superficial layers of marketing to reveal its core. He defines marketing as "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." This definition introduces a crucial hierarchy of human requirements: needs, wants, and demands. principles of marketing by philip kotler ppt chapter 1

Kotler, P. (2019). Principles of Marketing. Pearson Education. This is a two-way street