Marketing can be defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[1] In simple terms, marketing is the action of promoting and selling of products and services.

The most popular marketing concepts and tools include the following:

  • Marketing Strategy
  • 7Ps of Marketing
  • Segmentation, Targeting & Positioning
  • Marketing Communication Mix
  • Brand Essence Wheel
  • Brand Development Process
  • Relationship Marketing

[1] Definitions of Marketing (n.d.) American Marketing Association, Available at: