This chapter introduces marketing and discusses its key concepts. It defines marketing as creating, communicating, and delivering value for customers. The marketing concept focuses on customer needs and satisfaction. Marketing activities involve understanding customers, creating offerings with value, communicating them to customers, delivering them, and exchanging them for value. Marketing is practiced by all types of organizations and plays an important role in an organization's strategy and interactions with other functions. The chapter concludes with a discussion of how the marketing environment is changing and the career opportunities marketing offers.