Marketing is the economic sector that deals with the descriptive study of the market and the analysis of interactions between businesses and consumers. A marketing-oriented business places among its main aims the understanding of the customers needs and then attempt to satisfy them through the supply of products and services targeted. This is a market strategy more advanced than those used in the past, when were privileged aspects such as the production process, the product itself, the sale: although such guidelines have borne fruit in economic moments where it was necessary to support technology development or where the saturation of the market required strength and peremptory approaches to customers today are inadequate because the multifaceted market and maturity of customers push companies to play an increasingly proactive role. So to improve their level of competitiveness, or even to ensure survival in the market, a company must know thoroughly the respective target, so as to move in the direction of its actual needs and expectations. It is therefore necessary to understand customer behavior, by monitoring the outgoing information flows and by better managing the knowledge from outside.

Either is addressed to consumer (B2C, business to consumer) or to the market of business (B2B, business to business), an effective marketing strategy must aim to create value for the customers, which means on one hand meet the their needs and on the other hand to ensure that the brand are good positioned in the minds of consumers themselves (branding strategies). The latest marketing trends pose a great deal of attention on experiential consumption, namely the attempt to merge in the purchase experience those elements linked to senses, perceptions, emotions.