Philip Kotler, American economist and professor of marketing at the Kellogg School of Management at Northwestern University, defines marketing as, “Marketing is a process in the economic and social fabric, meet with individuals and groups, their needs and desires by creating products and other things of value to offer and share with each other.” An understanding of the functional perspective beyond definition includes the customer-oriented market-oriented management to achieve corporate goals. He also stated that “Marketing is the conceptual, conscious market-oriented management that aligns all business activities to the needs of current and potential customers in order to achieve corporate goals.” In recent publications, for example, marketing management is considered as a comparative competitive advantages meant by use of marketing tools (Perreault, McCarthy, Parkinson, Stewart, 2000).
According to AMA, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Many marketers see marketing as a scientist in the core business thinking. Thus, marketing is an expression of a market-oriented entrepreneurial thinking style will be seen by the creative, systematic and sometimes also characterizes aggressive note. (Jobber, 2001)