Marketing is a widely used term to describe the means of communication between the company and the consumer audience. Marketing is the adaptation of the commercial activities and use of institutions by the organizations with a purpose to induce behavioral change on a short-term or permanent basis. The American Marketing Association most recently defined Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” 
The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of influence on the consumer behavior. The marketing planning creates strategies for the company to place advertising to the dedicated consumer.
From a societal point of view, marketing provides the link between a society’s material requirements and its economic patterns of response. This way marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.
In the case of nonprofit organization marketing, the aim is to increase the deliver an ethos message about the organization’s services to the applicable audience. Governments often employ marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens.
Ocean City (OC or OCMD), officially the Town of Ocean City, is an Atlantic resort town in Worcester County, Maryland. Ocean City is widely known in the Mid-Atlantic region of the United States and is a frequent destination for vacationers in that area. The population was 7,102 at the 2010 U.S. Census, although during summer weekends the city hosts between 320,000 and 345,000 vacationers, and up to 8 million visitors annually. During the summer, Ocean City becomes the second most populated municipality in Maryland, after Baltimore. It is part of the Salisbury metropolitan area.
The land upon which the city was built, as well as much of the surrounding area, was obtained by Englishman Thomas Fenwick from the Native Americans. In 1869, businessman Isaac Coffin built the first beach-front cottage to receive paying guests. During those days, people arrived by stage coach and ferry. They came to fish off the shore, to enjoy the natural beauty of the Atlantic Ocean pounding against the long strip of sandy beach, to collect seashells, or just to sit back and watch the rolling surf.