Kelley School of Business
Simply put, marketing is all about making exchanges. In the world of business, it’s about offering something—a product or service, a cause, packaging, reputation, an image or a brand—in exchange for financial compensation. But for that to work, companies have to know what customers want, what they are willing to exchange, and how to move consumers to buy or bestow, volunteer or vote, make a trade, or make a difference. And that’s where marketing professionals come in.