Marketing, more than any other business function, deals with customers.Creating customer value and satisfaction are at the very heart of modern marketing thinking and practice.Some people believe that only large business organizations operating in highly developed economies use marketing, but sound marketing is critical to the success of every organization – whether large or small, for profit or non – profit, domestic or global.Many people think of marketing only as selling and advertising.Selling and advertising are only the tip of the marketing ice-berg.Marketing is one of three key core functions that are central to all organizations.Marketers act as the customers’ voice within the firm and marketers are responsible for many more decisions than just advertising or sales:nAnalyse industries to identify emerging trends.Determine which national and international markets to enter or exit.Conduct research to understand consumer behavior.Design integrated marketing mixes – products, prices, channels of distribution, and promotion programs. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

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