Marketing
The marketing is the process of analysing market opportunities, selecting target markets, developing the marketing mix and managing the marketing effort. Target customers stands at the centre of the marketing process. Once the corporate strategy has defined the company's overall mission and objectives.
The marketing plays a role in carrying out the below objectives.
• Delivering Value to the customers:  Marketing alone cannot produce superior value for the customers. It needs to work in coordination with other departments to accomplish this. Marketing acts as part of the organizational chain of activities. Marketers are challenged to find ways to get all departments to think with focus on customer. In its search for competitive advantage, the form needs to look beyond its own chain of activities and of its suppliers, distributors and ultimately customers. This "partnering" will produce a value delivery network
• Connecting with customers:  To succeed in today's competitive marketplace, companies must be centred. They must win customers from competitors and keep them by delivering greater value. Since companies cannot satisfy all customers in a given market, they must divide up the total market (market segmentation), choose the best segment (marketing target) and design strategies for profitability serving chosen segment better than the competitors. 
Strategic Marketing Techniques
Over the years, a number of marketing strategies have been evolved along with the evolution in technology. Here is the list of various marketing techniques.
• Social Marketing: It refere to the design, implementation and control of programs seeking to increase the acceptability of social idea, cause or practice among a target group. For instance, the publicity campaign for prohibition of smoking in Delhi explained the place where one can and can't smoke.
• Augmented Marketing:  It is provision of additional customer service and benefits build around the core and actual products that relate to introduction of Hi-Tech service like movies on demand, online computer repair services, secretarial services, etc. Such innovative offerings provide a set of benefits that promise to elevate customer service to unprecedented levels.
• Direct Marketing:  Marketing through various advertising media that interact directly with consumers, generally calling for the customers to make a direct response. Direct marketing includes catalogue selling, E-mail, telecomputing, electronic marketing, shopping and TV shopping. 
• Relationship Marketing:  The process of creating maintaining and enhancing strong, Value-laden relationships with customers and other stakeholders. For example, Airlines offer special lounges at major airports for frequent flyer. Thus, providing special benefits to select customers to strengthen bonds. It will go a long way in building relationships.
• Services Marketing:  It is applying the concepts, tools and techniques of marketing to see. Services is any activity or benefits that one party can offer to another that is essentially intangible and does not results in the banking, savings, retailing, educational or utilities
• Place Marketing:  Place marketing involves activities undertaken to create, maintain or change attitudes and behavior towards particular places say business sites marketing and tourism marketing.
• Demand Marketing:  It includes marketing strategies to reduce demand temporarily or permanently. The aim is not to destroy demand, but only to reduce or shift it. This happens when there is overfull demand.