Introduction to Marketing

Marketing touches most aspects of consumer-serving organizations. Marketing encompasses any activity that contributes to consumer value: communicating value, creating value in a product, delivery, exchange and value capture by the organization. For-profit and not-for-profit organizations employ marketing strategies to reach out to more end consumers and succeed in their missions.

Marketing influences most decisions we make, from the clothes we wear, the food we eat and the cars we buy. Marketing has transformed based on new media and will probably continue to do so. Today is an era of intense competition where organizations from around the world compete for attention and end consumers. Continuing attention to marketing is often essential for success.