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Whilst marketing can be defined as a complex social and managerial process through which firms and individuals can obtain what they require through the creation and exchanging of products and values with others, the process can be considered an vital attribute of the modern day organisation, increasingly required to determine and fulfil the demands of the market within which they compete and strive to succeed. Success is largely attributed to the adequate identification of what “human demands” entail and providing a “combination of products, services, information or experiences” that will satisfy these needs and wants, in a manner perceived by the consumer to be “valuable”. Marketing management is the “art and science” through which firms choose a target market through which to establish and sustain a profitable relationship, and involves obtaining, retaining and developing customers by delivering and communicating a superior customer value. Current markets have......

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Approximate Word Count: 3163
Approximate Pages: 13 (250 words per double-spaced page)

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