Marketing is the homework that managers undertake to assess needs, measure their extent and intensity, and determine whether a profitable opportunity exists.We define marketing as a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The New Marketing Reality report, produced in association explores the challenges that marketers face in the three key battlefields of data, customer experience and business outcomes. Companies activities to address the market affects-  organization, customers, society. Interest of each group may be different and in conflict to each other