In his classic book, Marketing Management, Philip Kotler has defined Marketing as: “…a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” Marketing management is the process of planning and executing the actions that facilitate marketing transactions satisfying both individual and organizational goals. Several courses are available to help managers market successfully.
Topic Related Journals in Athabasca University Library
- Journal of Marketing
- Journal of Marketing Research
- Marketing Science
- Journal of Consumer Research