INNOVATION IN MARKETING Innovation is defined as the process of translating an idea or invention into a good or service that creates value for which customers will pay. One of the widely accepted standards of marketing is Kotler’s definition which states it is the process of getting the right goods and services to the right people at

According to the definition provided by Kotler and Keller (2008), marketing management is the art and science of choosing target-markets and attracting, retaining and developing customers by creating, communicating, and furnishing superior value for the consumer and customer. So, for a firm to survive in a market and, if possible, to outpace ... Kotler on Marketing is a central compendium of big marketing ideas in my opinion. It is dense and at sometimes overwhelming, but the mental workout is well worth the effort. It's hard to know where to begin, even though this book is only 220 pages long.