Marketing

Summary for students

Marketing is a discipline covering the art and science of exchange (typically between individuals and/or firms). These exchanges typically involve some combination of money, physical goods, services, and/or ideas. Money does not have to be involved.

Marketing has tended to focus on firms selling things to consumers or to each other, but can include other permutations such as consumers exchanging things directly with each other (i.e., as sales or gifts).

Contains academic fields

• B2B (Business to Business)
• Consumer Behaviour
• Digital Marketing
• International Marketing
• Modelling (sophisticated mathematical models to simulate marketing phenomena to learn about them)
• Services
• Strategy