Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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It involves various activities such as product development, pricing, promotion, and distribution to satisfy customer needs and achieve organizational goals.

The scope of marketing has expanded significantly in the current business environment. Traditionally focused on product promotion, marketing now encompasses a broader range of activities, including market research, customer relationship management, and data analytics. The advent of digital technology has transformed the landscape, introducing online marketing, social media engagement, and personalized targeting.

The changing role of marketing involves a shift from transactional to relationship-oriented approaches. Companies now emphasize building long-term connections with customers, understanding their preferences, and providing personalized experiences. Additionally, sustainability and ethical considerations are becoming integral parts of marketing strategies, reflecting the evolving societal and consumer expectations.

In essence, marketing has evolved beyond a mere promotional tool to a strategic function that integrates with various aspects of business operations, adapting to the dynamic and interconnected nature of the modern business environment.