Abstract
Marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements. Marketing is therefore, both a philosophy and a set of techniques which deals with research, product design and development, pricing, packaging, sales and sales promotion, advertising, public relations, distribution and after-sales service. The specific contribution of marketing in the organization lies in the formulation of strategies to choose the right customer, build relationships of trust with them and create a competitive advantage.
