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.
The history of West Plains can be traced back to 1832, when settler Josiah Howell (after whom Howell County is named) created the first settlement in the region known as Howell Valley. West Plains was so named because the settlement was on a prairie in a westerly direction from the nearest town, Thomasville.
The Courthouse Square Historic District, Elledge Arcade Buildings, International Shoe Company Building, Mount Zion Lodge Masonic Temple, W. J. and Ed Smith Building, and West Plains Bank Building are listed on the National Register of Historic Places.