Many people blend marketing with the term “Shopping”, many think that marketing is “Personal Branding and Showing Off” to people. Besides, many people think that marketing is only “Selling” or “Advertising”. While being from the marketing background, we have a completely different understanding about marketing.

Marketing is actually, and factually EVERYTHING. It is almost everything, and the only thing that directs the organization within and beyond the line of success. Certainly, many other functions like HRM, Financing, Accounting, SCM, and so on supports the success; but Marketing is the only function that assesses, boosts, and reaches the milestones of the whole organization. Marketing endlessly add values to its all levels of customers.

Professor Philip Kotler who is one of the world’s leading authorities on marketing says in his book “Principles of Marketing” – “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. More broadly, marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others”.

Today, marketing can be defined from the perspective of an “Adjustment” in the sense that organizations now-a-days always prioritize and adjust to the emerging trends and ideas whichever come ahead. Marketing was present many decades back, and now it is also present with its richness and advancement. But always the objective is to cope and satisfy the customer needs by adjusting the way they need it, the way they want it, and the way they demand it.

Referring to few of the most important, emerging, and challenging concepts now-a-days with an adjustment perspective.