The American Marketing Association defines marketing as an organizational task and set of procedures for creating, communicating and providing value to customers. Apart from this, it is also used for managing customer relationships in ways that prove to be beneficial for the organization and its stakeholders. Advertising refers to the non-personal promotion of goods, services, companies and ideas, generally carried out by an identified sponsor.

Marketing and advertising plays an important role in the success of any business. The main aim of a business is to earn profits or revenues. This is generally achieved through the sale of goods and services. Business marketing and advertising helps in promoting goods and services in order to attract potential customers. A tremendous increase in competition has forced businesses to concentrate on promoting their goods and services. Effective marketing and advertising ensures that customers are aware of the goods or services produced by the business and are persuaded to purchase the same.

Marketing and advertising is the most effective tool in the hands of businessmen in order to facilitate quick sale of goods. A successful marketing and advertising strategy ensures that the goods produced by the business are popularized in the market, thus effecting sales and generating revenue. It makes sure that the goods produced by the business find an appropriate customer. It carries out the function of bringing together demand forces (consumers) and supply forces (businesses). Importance of this function has increased considerably over the years. Today businesses are also outsourcing their marketing and advertising activities to professional agencies. This is done to help the business concentrate on important functions such as production and distribution.

Marketing and advertising has helped in providing immense employment opportunities because of its growing importance and value. Specialized courses and degrees are also provided to train and educate managers in the same. An efficient marketing and advertising strategy plays an extremely important role in the growth and development of any business.