Marketing is an continuing process of planning and executing of the marketing mix (Product, Price, Place, Promotion) of good, services or ideas to create exchange between individuals and organizations.
Marketing tends to be seen as a imaginative industry, which includes advertising, distribution and selling and also anxious with anticipating the client prospect needs and wants, which are often discovered through market investigate.

A market-focused, or customer-focused, organization first determines what its potential customers craving, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or overhaul because they have a need, or because it provides a apparent benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of associations with existing customers (base management). Once a marketer has converted the prospective buyer, base managing marketing takes over. The process for base management shifts the dealer to building a relationship, nurturing the links, ornamental the benefits that sold the buyer in the first place, and humanizing the product/service continuously to protect the business from competitive intrusion.

For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to encourage a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical treatment of this process. The offer is also an important tallying to the 4P's theory.