Marketing is the activity of business that is primarily responsible for developing the sales revenue of the firm. As such, marketing is concerned with developing new products and services and improving the existing offering to develop a steady and profitable sales stream. There are many supporting activities that have an impact on sales, including personal selling and promotion and developing good trade relationships for which marketing is responsible. The marketing of technology-based products is growing in importance along with international aspects of marketing, and these subjects are addressed.

In today's highly competitive business environment, where buyers have a wide range of product choices, it is increasingly important to closely match company capabilities and market opportunities. An understanding of the complex, interdependent nature of the global marketplace and its inherent technologies is essential in managing a market-driven business.