Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves*.
**Kotler, Philip; Gary Armstrong, Veronica Wong,John Saunders (2009). "Marketing defined". Principles of marketing (5th ed.). p. 7.