Marketing is a dynamic management discipline concerned with exchange processes in competitive markets. It is of critical importance in all sectors of the economy, including local and international businesses, and profit-making and non-profit making organisations.
The business function of marketing seeks to identify the needs and wants of customers, determine potential target markets, design appropriate products and services, communicate this offering to customers and distribute it to the marketplace. A wider goal of marketing is to create an organisation-wide ethos that is responsive to customer needs, aware of competitive forces, and builds on core strengths of the organisation.