Description
Marketing is the business function that deals with customers' needs and wants. The role of marketing management is to help companies better understand customer preferences, link that knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, to deliver, and to capture value. Successful firms are those that pursue objectives, employ resources, and invest in the future of an organization, to consistently satisfy the needs of customers better than competitors. These ideas apply to both for-profit and not-for-profit organizations.