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Marketing is the process of acquiring, satisfying, and retaining customers and is central to business management.
Marketing is the act of acquiring, satisfying, and retaining customers, and it is a core part of business management and commerce. It is typically carried out by sellers such as retailers or manufacturers, and it can target other businesses (B2B) or directly reach consumers (B2C). Marketing may also be supported by specialized firms like media, market research, or advertising agencies, and sometimes by trade or government organizations promoting entire industries or regions. A widely used formal definition comes from the American Marketing Association (AMA): marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This definition has evolved over time—from an earlier focus on directing the flow of goods and services from producers to consumers to a broader emphasis on stakeholders and customer relationships. Related definitions also highlight marketing as a process for building strong customer relationships and creating customer value, and some perspectives frame marketing as a management process that seeks returns to shareholders through customer relationships and competitive advantage.
Marketing is the process of acquiring, satisfying, and retaining customers and is central to business management.
Marketing can be conducted in B2B and B2C contexts, and may involve specialized agencies or organizations.
The AMA defines marketing as creating, communicating, delivering, and exchanging value for customers and other stakeholders, and the definition has expanded to include broader societal interests.
Modern definitions increasingly emphasize customer relationships and value creation rather than only exchange or distribution.
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing strategies and content geared toward businesses or organizations rather than individual consumers.
Marketing tactics and strategies used to promote products and services to individual consumers.
A customer-centric philosophy stating that an organization should anticipate and satisfy consumers’ needs and wants more effectively than competitors to achieve organizational objectives.
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