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"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." The official academic definition from The Chartered Institute of Marketing (CIM).
This means the ideas, the brand, how you communicate, the design, print process, measuring effectiveness, market research and the psychology of consumer behaviour all count as part of the bigger picture of ‘marketing’.
An understanding of what customers need and value, is central to marketing.
Learning your customers' needs and how you can add value through marketing activities paves the way for a successful business in the long term.
Watch the video below to find out how other marketing professionals define marketing and what it involves.
Video by CareerPlayer, Graduate Jobs and Career Advice on video
Find out all about working in marketing.