Marketing between two missions: generator of profits and social responsibility

Abstract

Marketing links two basic functions in the community, namely those of production and consumption. Marketing is an activity which is directed at satisfying the needs and wants of customers through exchange processes which occur in the market. An exchange process actually means the transaction between buyer and seller, in which the buyer purchases a product and pazs the supplier an agreed price for his wares. The market itself is made up of all the actual or potential buyers of these products or services. That is, it is made up of people.