MARKETING IS THE ACTION OR BUSINESS OF PROMOTING AND SELLING PRODUCTS AND SERVICES INCLUDING MARKET RESEARCH AND ADVERTISING. SO THE MARKETING IS AN ALL PERVASIVE OF THE BUSINESS CONCEPT AS A WHOLE.
MODERN MARKETING MAY BE DEFINED AS IDENTIFYING AND MEETING HUMAN NEEDS OR REQUIREMENTS AND SOCIAL NEEDS AND REQUIREMENTS . 

1. BY HUMAN NEEDS OR REQUIREMENTS ARE  MEANT  ‘‘CUSTOMER NEEDS’

1. BY SOCIAL NEEDS ARE MEANT ”DELIVERY OF A HIGHER STANDARD OF LIVING”

         PHILIP KOTLER AND HIS ASSOCIATES HAVE VERY RIGHTLY ASSESSED THE VALUE OF CUSTOMER                                          ”SUCCESSFUL MARKETING THUS REQUIRES COMPANIES                                            TO HAVE CAPABILITIES OF UNDERSTANDING CUSTOMER                                             VALUE , CREATING CUSTOMER VALUE , DELIVERING                                                 CUSTOMER VALUE , CAPTURING CUSTOMER VALUE                                                   AND SUSTAINING CUSTOMER VALUE”       
                                             THEREFORE CUSTOMER IS THE KING PIN OF MARKETING.