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<style=”text-align:center;”>If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade.

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.

According to Kotler – Marketing is too often confused with selling. Selling is only the tip of the marketing iceberg. What is unseen is the extensive market investigation, the research and development of appropriate products, the challenge of pricing them right, of opening up distribution, and of letting the market know about the product.

Marketing is the groundwork the company does to figure out what people need and what the company should make. It is not a short-term selling effort but a long-term investment effort. Marketing works as the wheel for any organisation. A well planned marketing strategy establishes the organization for the foreseeable future for its products and services and it continues long after the sale is completed.

Given its importance in the workplace, the CRC Department at Asian Business School organized a workshop on Marketing for the PGDM 2014-16 batch on August 26, 2015. The workshop focused and discussed the key processes of marketing such as: (1) opportunity identification, (2) product/ service development, (3) customer attraction, (4) customer retention and loyalty building, and (5) order fulfilment.

We wish all the students who have taken marketing as their specialization good luck for their future endeavours.