Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’. An understanding of what customers need and value, is central to marketing.

Marketing is implemented through a marketing strategy, which starts with the setting of objectives that will support the overall aims of the business. Next, a company needs to decide on a strategy that will allow these objectives to be achieved. The strategy may involve research into product or service development, how the product or service will reach the market (channels) and how the customers will find out about it (communication). It will also attempt to define a unique positioning for the product or business to differentiate it from its competitors.