INTRO: Marketing is everywhere, whether we purposely seek it out or unintentionally come across it, there is no escape from what has become standard of living. On the surface marketing is the process of getting a product from one place to another; however marketing has evolved over the past few decades and now aims for a two-way communication between the organisation and the customer, it is more of a process that if accomplished successfully, leads to business success – if accomplished poorly, leads to business failure. It also ties in with customer value as it is essential that an organisation successfully promotes their product and places emphasis on the value that it holds. Without proper two-way communication, customers do not understand what is exactly offered and consequently do not conclude with the decision to purchase as they see no value in the product.