Professional marketing refers to the activity, collection of institutions, and processes used to create, communicate, deliver and exchange offers that are of value to customers, partners and society as a whole. For the business-to-consumer model, it is a process in which companies develop value for customers and build strong relationships in an effort to capture value from the customer in return. With the business-to-business method, this process is about creating solutions, relationships and short or long relationships with a brand or company.

This particular field in business is used as a way to identify, satisfy and keep a customer. In this field, the potential clients remain the focus of all activities. One of the main components of business management is marketing management. The addition of these types of strategies requires that businesses shift focus from production to the perceived wants and needs of customers. This is about staying profitable.

With time, the field has evolved, just as consumer taste has. In early approaches, there were four orientations: marketing, selling, product and production. The marketing orientation was used by firms that applied the concept of products that fit taste of all new consumers. With selling orientation, the objective was the promotion or selling of a certain product and not factoring in the consumer desires. Firms who applied product orientation were focused on the product quality more than anything. And those involved with production orientation had specialized in producing a product or service.

There are numerous contemporary approaches. Some examples: social, relationship, business or industrial, personalized, personalized, and Internet. The newer techniques make use of advanced technologies in order to carry out the various tasks.

Firms that function in the market economy are capable of surviving because they produce goods that people are willing and capable of purchasing. Therefore, learning the demands of the consumer plays a major role in the viability of a firm. Most businesses today strive to have a primary focus on the consumer, and so, products and activities are based on the demands made by said consumers.

Marketing research refers to the process in which research is done to support activities and the interpretation of all data collected into information. It is this information that is used by managers to plan activities, gauge the environment and collect information from suppliers. Researchers use various methods including poisson distributions, linear regression, hypothesis tests and more to convert data to information and make sense of the findings.

Planning is done by using research, consumer demands, buying behaviors, and other information. Typically this planning process involves putting together a set of activities that pertain to a certain product as well as the overall objective of a company. In general, the planning process comes from the business strategy.

The strategy of professional marketing is most common in the business field. It is basically the act of promotion of product or services to society, including partners, consumers and businesses. There are various processes and activities that go into this practice. Over time, the focus has begun to shift to consumers and utilizing available technologies to communicate, build relationships and study customers and the field.