Marketing: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. ( Principles of Marketing by Philip Kotler ) 營銷是個(gè)人和集體通過創(chuàng)造,，提供出售,，并同別人自由交換產(chǎn)品和價(jià)值，以獲得其所需所欲之物的一種社會(huì)過程。營銷管理（marketing management）作為一種藝術(shù)和科學(xué),，它需要選擇目標(biāo)市場,，通過創(chuàng)造、傳遞和傳播優(yōu)質(zhì)的顧客價(jià)值，獲得,、保持和發(fā)展顧客。