So my good friend Lisa asks for a definition...
In doing so she strengthens the case of getting rid of the whole darn thing in my opinion...
But my opinion matters less than what the great marketing thinkers have to say....
The dominant text books in marketing at both the undergraduate and MBA level have one thing in common - they are co-authored by Phillip Kotler. Dr. Kotler has owned the field if you will for about 30 years. The intro marketing course I teach is using the 13th edition of his principles text.
Here is our Dr. Phil's definition...
The process by which companies create value for customers and build strong customer relationships in order to capture value from customer in return
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