You will need to structure your paper as you would structure any essay, with an introduction, a main body, and a conclusion (please include headings). -A total of 3 references (at least 2) should be used (must be academic) One of the reference have to be about Phillip Kotler. - The expected length of your answer will require approximately 2-3 pages of writing. Topic: Marketing and value creation. "Marketing is all about value creation". It is often assumed from within the marketing discipline, that marketing is about creating value. Discuss the problems and assumptions inherent in this statement. In your response to this question, identify what is meant by "customer centrality" and "marketing orientation", and how they relate to the notion of "value creation".