MKTG 220: PRINCIPLES OF MARKETING
Ref: Phillip Kotler & Gary
Armstrong
, ¿WHAT
IS
MARKETING?
, PRINCIPLES OF MARKETING
• Marketing is • Marketing is the
process by which
human activity
companies create
directed at value for customers
satisffying needs and build strong
and wants through customer relationships
exchange in order to capture
value from customers
processes. in return.
Philip Kotler 1976 Philip Kotler 2008
Ref: Phillip Kotler & Gary
Armstrong
, ¿WHAT
IS
MARKETING?
, PRINCIPLES OF MARKETING
• Marketing is • Marketing is the
process by which
human activity
companies create
directed at value for customers
satisffying needs and build strong
and wants through customer relationships
exchange in order to capture
value from customers
processes. in return.
Philip Kotler 1976 Philip Kotler 2008
