1. The activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.- From the American Marketing Association
2. The management and application of the marketing mix to profitably deliver products demanded by customers.
"Marketing" has often been misunderstood to mean selling and advertising. Although these activities are part of the marketing function, they are only a part. Using the Four P's framework, these activities would fall within the promotions function. Pricing, products, and place (distribution) are also important.