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Marketing includes the strategies and techniques used to identify, create and maintain satisfying human relationships with customers that cause value for both customer and the marketing consultancy.
A sociable and managerial process by which individuals and categories obtain what they need and want through creating and exchanging products and value with others (Kotler, 1988, p. 3)
The management process in charge of determining, anticipating and gratifying customers' requirements profitably (CIM, 1984)
Relationship Between Marketing Research and Marketing Management:
Market research is about understanding the broader current market where we intend to compete.
Marketing research, on the other hands, is about understanding what 'deal' of marketing elements (i. e.