Marketing is nothing but the process of functioning market research, selling products or services to the customers and promoting them via advertising to further improve sales. American Marketing Association (AMA) has given a meaningful definition about marketing .As their definition, marketing is exactly the activity, set of institutions, processes for producing, communicating, delivering, and exchanging offers that have certain value for customers, clients, partners as well as for the society. In other words, marketing is an overall activity of selling products or services.
Marketing produces the strategy that underlies sales techniques, business communication as well as business developments. It is a combined process through which companies build strong relationships among customers and create value for the consumers and for themselves. Marketing evolved to meet the inactivity in developing new markets caused by fully developed market in the last two to three centuries. The adoption of general marketing policies requires businesses to exchange their point of view from production to the apprehend needs and wants of their customers as the means of staying beneficial.
Marketing is generally used to identify the buyer, to fulfill the satisfaction of the customer, and to keep the customer on the hand. It can also be said that marketing management is one of the major ingredients of this business management. The term marketing concept is all about the gaining organizational goals which depends on knowing the needs and wants of target of the markets and delivering the desired needs to the consumers properly and it has to be within due date.