According to the American Marketing Association (AMA), marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is made up of the marketing mix, also known as the 4 P's of marketing. This includes the 4 basic marketing strategies: product, price, place, and promotion.
Farese, L. S., Kimbrell, G. & Woloszyk, C. Marketing Essentials (2012). McGraw-Hill: New York, NY.