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This process is managed by the marketing function in most organizations depending on their ?market orientation' (Kolter et al 2006, p. 15). In addition, to being a function, marketing is also a philosophy of values and practices that determine an organization's approach to business (Bernard 1987, p. 78; Kolter et al 2006, pp. 15-19).
The growing importance of delivering value and satisfaction to the customer is the central theme in marketing management in many organizations (Webster 1992, p. 14). As Drucker (cited in Kolter et al 2001, p. 4) notes "Business success is not determined by the producer but by the customer"...
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