Marketing extends beyond humans

摘要

This comment seeks to answer the following question. Is marketing - as most marketing textbooks define the term - something that is limited to humans, or do other non-human species also engage in marketing? To answer this question this comment reviews literature on animal behavior which suggests that at least some non-human animals do engage in exchange processes in order to mutually satisfy needs and wants. This comment therefore concludes that marketing is an activity that extends beyond humans to other members of the animal kingdom.