This document provides an introduction to marketing management concepts. It defines marketing as the process of meeting customer needs and wants through product creation and exchange. Marketing management involves choosing target markets and growing customer relationships through superior value. The marketing mix, also called the 4Ps, consists of product, price, place, and promotion. Marketing aims to understand customer needs and problems in order to provide valuable solutions. A company's marketing strategy must consider its external environment and internal strengths and weaknesses. The key goals of marketing are to create and deliver customer value.