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Marketing is not the art of selling what is on offer, but rather understanding what should be sold.

Nowadays, marketing is a tool that all business owners should be familiar with, as it refers to the set of knowledge and techniques used to understand the market and have an influence on it. It plays a vital function, and should be well coordinated with other functions, particularly production.

If the importance of the market and clients is already appreciated when developing a business project, it is easy to understand the importance of marketing. Concepts such as needs, wishes, market, demand, product, etc. are essential for breaking into the world of marketing. It involves market and sales strategies, market research, market positioning, etc. However, often the term ‘marketing’ is confused with advertising, the latter in fact being a marketing tool.

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