Marketing is the study and practice of profitably managing customer relationships. It consists of presenting perceived value to the customer in hopes of engaging them in a sales transaction, relationship or habit.
Marketing is generally split into four broad categories depending on the nature of the parties involved at either end of the marketing relationship:
(e.g. businesses, governments, institutions)
(e.g. end consumers)
|Producer||Business||B2B Marketing||B2C Marketing|
|Consumer||C2B Marketing||C2C Marketing|
- Kotler, Philip and Gary Armstrong. Principles of Marketing. Harlow, UK: Pearson Educational Ltd., 2018.
- Wikipedia - Marketing (https://en.wikipedia.org/wiki/Marketing)