what is marketing

Marketing is the process of identifying customers and creating, communicating, delivering, and exchanging goods and services for the satisfaction and retention of those customers. It is a key component of business management and involves identifying and anticipating customers needs and wants. Marketing can include activities such as selecting a target audience, market research, product development, distribution methods, sales, advertising, and customer support. The American Marketing Association (AMA) defines marketing as "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". The goal of marketing is to attract an audience to a companys product or services through high-quality messaging, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales. Marketing strategies can include advertising, selling, and delivering products to consumers or other businesses, and can make use of the "marketing mix," which includes product, price, place, and promotion.