Chapter 1: Introduction to marketing

Marketing is the process of identifying and meeting human and social needs at a profit. The process involves creating value, communicating that value to customers, and exchanging value for a price. Marketing has evolved throughout history from production-based, to sales-based, to marketing-based, and is now at a customer-centric, sense-and-respond stage. In the digital age, businesses must adapt to the changing marketplace and understand how technology, globalization, and social responsibility are transforming the marketing landscape. Marketers must focus on creating a holistic marketing approach that considers all aspects of the business, including internal marketing, relationship marketing, integrated marketing, and social marketing.