Marketing is a widely used term to describe the communication between a company and its consumer audience that aims to increase the value of the company or its merchandise or, at its most basic, raises the company and its products’ profile in the public mind.

Marketing’s goal is to influence the receptive audience’s behaviour. According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large.”

Marketing techniques include selecting target markets through market analysis and market segmentation, as well as understanding methods of influencing consumer behaviour.

Marketing, from a societal standpoint, connects a society’s material needs to its economic patterns of response. Marketing satisfies these needs and desires through the development of exchange processes and the establishment of long-term relationships in this manner.

The goal of nonprofit organisation marketing is to communicate a message about the organization’s services to the appropriate audience. Governments frequently use marketing to communicate messages with a social purpose to citizens, such as a public health or safety message.