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The concept of marketing management has never been clearly defined as to how far can it go in its function and I believe this has caused a lot of misunderstanding over the years. Marketing is well-defined as “ a corporate state of mind that insists of the integration and coordination of all marketing functions which, in turn, are melded with other corporate functions, for the basic objective of producing maximum long-range corporate profits” (Houston, 1986, 81). It is a vivacious industry and a necessary element for companies to increase their revenue. The practice of marketing allows the creation of a process responsible for identifying, anticipating, and satisfying customer requirements in a profitable manner.

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