• Marketing is an ongoing means of planning and executing the marketing mix (Product, Price, Synergy Marketing Place, Promotion often referred to as the 4 Ps) for products, service or ideas to effect conversion between individuals and organizations.

Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers confidence that this performance will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The presentation is also an important addition to the 4P's theory.