Malcolm McDonald holds that marketing is $...$creating a dialogue with target audiences on a continual basis and satisfying their needs in a way superior to competitors.$$ Whereas Philip Kotler, the doyen of marketing, submits that the crux of marketing is to get a $$place$$ or $$footprint$$ in the customer$$s heart, mind and pocket. In the light of your overall understanding of marketing, explain the relevance and impact of these standpoints.