Marketing is all about the responsiveness to the market you live and work in. A company or organisation with a marketing-oriented approach bases its decisions on what lives in the market. This approach provides measurable results. Not only the client base will grow, but also the share in the transactions of the existing customers. In other words, the company will be able to attract and keep satisfied and loyal customers. This way, a profitable growth of the company can be realised.

Managing marketing is not only necessary for companies that need to make a profit. Also non-profit companies and governmental bodies can profit from a professional approach of their market. Partners In Marketing also has a unique initiative for students: the "Best Marketing Paper of the Year"-contest.