The term marketing or (German) sales management describes, on the one hand, a department whose task (function) is to market (offer) products and services so that the customers perceive the offer as desirable; on the other hand, the term describes the concept of a holistic, market-oriented management in order to meet the needs and expectations of customers and other interest groups (stakeholders). Thus, the understanding of marketing is developing from an operative method for influencing procurement decisions (marketing mix instruments) to a management concept that includes other functions such as procurement, production, administration and human resources.