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1. INTRODUCTION. What is marketing ? According to 1) Oxford1 : 'The action or Business of bringing or sending to market.' 2) Kotler2 : 'Marketing is a social & managerial process by which individual & groups obtain what they want and need through creating, offering & exchanging products of value with others.' and 3) CIM3: 'Marketing is the management process responsible for identifying, anticipating and satisfying customers' requirements profitably.' These definitions focus on the mutual benefit /profitability exchange between the two parties. Marketing is therefore much more than just advertising & selling. The marketing concept requires commitment to customer's satisfaction and a flexibility to respond to customer requirements and changes in the commercial environment. Marketing is basically all about matching the offerings of the organization to the outside world. As many function within marketing i.e.: selling, advertising, R & D, market research concern themselves with the issues, problems and...

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