In Chapter 1 of Principles of Marketing Philip Kotler redefines marketing not just as a business function, but as a comprehensive social and managerial process

A significant portion of Chapter 1 is dedicated to the historical evolution of marketing management philosophies. Kotler outlines five distinct concepts that have guided companies over time:

According to Kotler, the purpose of marketing is not to just sell a pen; it is to build a . Chapter 1 introduces Customer Relationship Management (CRM) .