Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion) for products, services or ideas to create exchange between individuals and organizations.

Marketing tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research.

Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.

Therefore good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or services.

Its specialist areas include:

* advertising and branding

* communications

* database marketing

* direct marketing

* event organization

* field marketing

* global marketing

* international marketing

* internet marketing

* industrial marketing

* market research

* public relations

* retailing

* search engine marketing

* marketing strategy

* marketing plan

* strategic management

* Experiential marketing

* Social Influence Marketing