Marketing

Marketing originally referred to the totality of measures directly related to the sale, sale and distribution of goods. Today, marketing is an entrepreneurial concept that assumes that all activities for the best possible fulfillment of corporate goals have to be market-oriented. Marketing is therefore the methodical alignment of all company tasks to the needs of the customers. In order to meet marketing goals, companies use marketing instruments to develop, influence and shape a market, such as market research, product and price policy, advertising, sales promotion and distribution.

If the marketing instruments are combined and coordinated with one another, this is referred to as the marketing mix. Depending on the reference market, a distinction is made between procurement marketing and sales marketing. Marketing principles have been implemented since the early 1960s, initially in the consumer goods industry and in retail, and increasingly extended to capital goods and service companies and the labor market.

Global marketing refers to the worldwide marketing of largely uniform products (world brands). In contrast, multinational marketing concentrates on a few countries and makes a country-specific distinction between service programs, marketing instruments and marketing processes.