传统营销理论认为,市场营销是创造、沟通与传送价值给顾客(美国市场营销协会),个人和集体藉此通过创造并同他人交换产品和价值以满足需求和欲望的一种社会和管理过程(科特勒),是在某种利益之上,通过相互交换和 Traditional marketing theory argues that marketing is a social and managerial process that creates, communicates, and delivers value to customers (American Marketing Association) whereby individuals and collectives thereby meet their needs and desires by creating and exchanging products and values ​​with others Kotler) is above some kind of interest, by mutual exchange and