The essence of marketing
This chapter explains what marketing is and describes how marketing developed. It introduces marketing (customer and brand) as the key to developing customers’ relationship with a brand. The chapter also describes aggregation levels in organizations and focuses on the importance of a sustainable competitive advantage. It discusses a number of developments/trends in the marketing landscape. The chapter outlines the developments in marketing up until the beginning of the twenty-first century. It also discusses developments in marketing after the year 2000: the role of brand identity and certain other developments. Several global developments make marketing increasingly important for organizations. The essence of marketing is to link customer needs to the brands’ identity. The marketing concept focuses on the customer, whereas marketing strategy mostly attempts to create a balance between the demand side and the supply side of the market.