What is Marketing?
Abstract
The first chapter introduces the reader to the fundamental concepts of marketing. Terms are defined, the basics of traditional and digital marketing are explained, and the structure of how organizations – from corporations to NGOs – coordinate resources to achieve distinct goals is discussed. The chapter covers core responsibilities of marketing managers, market segmentation, and the critical role of branding in creating value and differentiation. Through historical and modern examples, such as Toyota and Coca-Cola, it discusses how branding builds customer loyalty and brand equity, preventing commoditization.
Fields of Study & Subjects
Marketing and Advertising Strategies
Digital Marketing and Social Media
Consumer Behavior in Brand Consumption and Identification
Publication details
- Journal / source
- Marketing
- Pages
- 1–15
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter