Marketing is a gateway discipline to leadership positions in organizations and is central to the success of the greatest companies and brands in the world, such as Apple, Amazon, American Express, Cleveland Clinic, Coca-Cola, Colgate, ESPN, Gillette, Harley-Davidson, Ikea, Johnson & Johnson, Louis Vuitton, Mayo Clinic, Nike, P & G, Starbucks, Toyota, Visa, and many more. At the heart of marketing is creating and facilitating exchanges of value that satisfy the needs of consumers, organizations, communities, and other important stakeholders/entities, both now and in the future.

Marketing is ubiquitous and a part of all types of organizations: for-profit, nonprofit, government, large, small, consumer packaged goods, industrial goods, information, internet and high technology, retail, advertising and communications, healthcare, leisure and hospitality, entertainment, sports, manufacturing, and more.  Wherever there are customers, needs for solutions, and products, there is marketing!