Marketing can be defined as an art or a science. It refers to the promotional techniques companies use to drive sales, enhance corporate reputation, create positive messaging around the quality of products and services, and cement customer loyalty. In capital markets, companies looking to sell new issues of equities or bonds will have their underwriters set up a period of pre-sales marketing to generate interest in and derive price discovery information from investors. Securities marketing, which is subject to regulation, often involves investor roadshows and one-on-one meetings where company executives take investors through company presentations.

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