Why is marketing important in organizational success? This research report answers the question by analyzing the importance of marketing in an organisation. It looks at the outcomes for large and small business owners, consumers, and the society as a whole. Introduction Marketing has many definitions. Definitions that focus on customer needs and that are customer oriented can be used to explain the success of an organization much clearly. Marketing can be defined as the process through which potential clients and customers who are willing and able to buy are enticed to buy your products or services. According to American Marketing Association, marketing is defined as “the process, the activity and set of institutions for communicating, creating, exchanging and delivering offerings that have value for clients, customers, partners, and society at large.” (Armstrong & Kotler, 2011). According to Chartered Institute of Marketing, marketing is defined as “The process of management used to identify, anticipate and satisfy customer requirements with the aim of making profits.” (Kotler & Keller, 2012). This article will discuss the importance of marketing in organizational success based on the foregoing definitions. Importance of Marketing in an Organisation An organization can only succeed when proper marketing strategies are put in place. Marketing determines the nature of production and distribution channels that an organization uses for its products. Marketing deals with boosting sales, advertisements, public relations and promotions. The most fundamental importance of marketing to an organization is that it helps build reputation. Marketers find it easier to subdue the entire market by creating a brand name through which customers can get to recognize their organization. This technique which is also called brand recall helps consumers to easily distinguish the organizations products from those of competitors. The aim of this technique is to increase brand loyalty by creating a brand name that is easily identifiable through logos, images or caption that are advertised through media (Armstrong & Kotler, 2011). Through marketing, an organization is able to create awareness for its products. The primary goal of marketing is to get the product or service recognized by prospective customers. It would be unrealistic to assume that customers can find out about an organization all by themselves especially if it has no reputation in the industry. Thus, for an upcoming organization, it would be proper to make your company known through consistent promotions and advertisements. This is an expensive exercise that eventually pays off when prospective buyers are duly informed on the benefits of utilizing a company’s products or services. Marketing helps an organization to boost its product sales and increases growth of revenues. Any form of marketing, be it online or offline advertisements, radio commercials, newspaper advertisements, TV advertisements and so on are sure to generate sales once the public learn about an organizations products. An organization that seeks to increase its production capacity and drive up sales must consider allocating enough funds to the marketing department which in turn should develop strategic and effective marketing p