Marketing is of…

Marketing is often misunderstood as relating primarily or wholly to publicity and promotional
activities. This is part of the marketing mix but not the whole. The Chartered Institute of Marketing
defines marketing as:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
This needs to include collecting and analysing data on users and non-users: managing and
maintaining customer service standards; developing partnership and outreach initiatives and
online activities; as well as a wide range of press, PR, promotional, and other activities – anything
that helps an organisation to first identify and then meet customer needs in a cost effective and
measurable way. 


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