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Es decir, el mercadeo es el que le lleva valor y satisfaccion al cliente a cambio de un beneficio. La fundacion para el exito del mercadeo recae en la identificacion exacta de las necesidades y de los deseos de sus clientes y de las maneras en que estas necesidades se puedan satisfacer. Quizas Philip Kotler (2002), el author
de "Marketing Management", define el proceso de mercadeo de la mejor manera posible indicando:
El mercadeo autentico no es el arte de vender lo que usted hace, sino sabiendo que hacer. Es el arte de identificar y entender las necesidades del cliente y creando las soluciones que lleven satisfaccion a los clientes, ganancia a los productores, y beneficios a los accionistas...
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