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)
菲利普科特勒，在西北大学凯洛格管理学院的美国经济学家和市场营销学教授，将市场营销的定义为，“市场营销是在经济和社会结构的一个过程，满足个人和团体，他们的需要和欲望的创造的产品和其他有价值的东西，分享彼此的理解。”功能的角度定义包括顾客导向的市场之外的管理来实现企业的目标。他还表示，“市场营销的概念，有意识的以市场为导向的管理，将所有业务活动的现有的和潜在的客户需求，为实现企业的目标。”在最近的出版物，例如，市场营销管理作为一种比较竞争优势是营销工具的使用（佩罗，麦卡锡，帕金森，斯图尔特，2000）。
根据AMA，”营销活动，一套机构，以及创造过程，沟通，传递，交换的价值给客户，服务客户，合作伙伴，和整个社会。”许多营销人员看到营销作为一个科学家，在核心业务的思考。因此，营销是一个以市场为导向的企业家的思维方式的一种表达将由创意，有时也具有积极的注意系统。（批发商，2001）
