The study and organization of exchange relationship is known as marketing Marketing is used to produce, retain and satisfy the customer. Marketing is all about companies and organizations meeting the consumers’ requirements as a resource of achieving its own objective. As defined by the American Marketing Association (AMA), marketing is ‘the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives’ (quoted in Lancaster & Reynolds, 2006).These activities are carried out by the professionals, known as “Marketers”. This essay addresses what marketers do, what are all the tools and techniques they use.
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