Since no business can establish itself and expand without a client market, marketing is an essential process for entrepreneurs. The heart of marketing is the process of attracting and keeping customers. Entrepreneurs must develop the offer (design the product and determine the price), distribute the offer to the market, and simultaneously inform the market of the offer. (communications). The renowned Four Ps of marketing—product, price, location (distribution), and promotion—are defined by these actions. (communication).

The complete “marketing system” must be designed by entrepreneurs, from the product and price to distribution and communication. They must be more creative with their marketing strategies because it is costly and challenging to introduce new goods and services to the market, which is particularly challenging for start-up businesses. Many business owners depend more on creativity than money to establish a distinctive brand in a crowded marketplace.

Building brand awareness, which, based on the stage of the venture, may be weak or even nonexistent, is a crucial component of gaining the market’s acceptance. To ensure that the customer understands the distinctiveness and worth of their company’s product or service, entrepreneurs must differentiate it. This is marketing’s responsibility.

In a company’s early phases of development, when modifications to the original business model may be required, marketing also assumes a crucial role. Growing businesses must be able to change their marketing strategies.