Marketing is the act of acquiring, satisfying, and retaining customers. It plays a crucial role in business management and commerce, typically conducted by sellers such as retailers or manufacturers. Marketing strategies can target other businesses (B2B) or directly reach consumers (B2C). The marketing mix outlines product specifics and sales channels, influenced by market research and the target audience's characteristics. The American Marketing Association defines marketing as the activity and processes for creating, communicating, and delivering value to customers and society. This definition has evolved, emphasizing consumer relationships over mere exchanges. Notably, marketing integrates creative practices with social sciences to effectively engage and satisfy customer needs.
