1. “Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” — P. Kotler, Marketing Management: Analysis, Planning and Control, 5th edn, Prentice-Hall, London, 1984, p. 4.

1. “The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.” — C. Barwell, ‘The Marketing Concept’, in: The Marketing of Industrial Products, A, Wilson (ed.), Hutchison, London, 1965, p. 3.

2. “Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints–technical (economic) and ethical (social)–create the transactions or flows which resolve market separations and result in exchange and consumption.” — R. Bartles, ‘The general theory of marketing’, Journal of Marketing, XXXII, January 1968, pp. 29-33.