From the executive summary: ?Marketing encompasses a wide variety of meanings and activities. Some marketing positions are very close to sales, while others set overarching marketing strategy. What marketing positions have in common is the sense of ownership over the product or service, as well as the need to understand customer needs and desires and translate the needs into some kind of marketing communication, advertising campaign, or sales effort. The manager of product or service marketing is called the brand manager.? The paper discusses the process of marketing and brand management.