We will illustrate marketing management as the conscious effort to accomplish desired exchange results within target markets. What marketing philosophies will guide these marketing efforts? What weight will be given to the interests of an organization, the customers or the thin market? Very often these concerns conflict.

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We will illustrate marketing management as the conscious effort to accomplish desired exchange results within target markets. What marketing philosophies will guide these marketing efforts? What weight will be given to the interests of an organization, the customers or the thin market? Very often these concerns conflict.

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The overlying concept of markets finally brings us to the theory of marketing. Marketing means all human activities that take place in regards to open markets. Marketing means working with markets to actualize potential exchanges for the purpose of satisfying human needs and wants. Our definition of marketing as human activity is directed at satisfying needs and wants through exchange processes.

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