Marketing can be defined as everything a person does to place a product or a service in the hands of a potential customer; this will involve the process of planning and executing pricing, promotion and distribution to satisfy individual or organisational needs.

From this definition it easy to see that marketing is more than just the process of selling a product or service; indeed marketing is an essential part of a business (backbone) and without marketing, even the best products and services fail since what consumers/people “buy” is not a product, they “buy” the brand name and the concept of what the product will do to them.

“Marketing is an investment that if done wisely, not only pays for itself but also allows a business to grow”.

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