The American Marketing Association defines marketing as “those activities which direct the flow of goods and services from production to consumption.”
Marketing is also defined as “the set of human activities directed at facilitating and consummating exchanges.”
In essence, marketing covers all those activities involved in providing customer satisfaction, and making a profit for the manufacturer who makes use of available resources to the maximum. Marketing starts with the customer — what he wants to have; and ends with the customer – giving him what he wants.
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