The article "The essence of marketing" explores key concepts in marketing, such as the marketing mix, product policy, pricing, promotion, distribution, selling, planning, control, and organization. The researchers aim to provide a comprehensive overview of effective marketing strategies. Key findings include the importance of integrating various elements like product, price, promotion, and distribution to create successful marketing campaigns. The article serves as a valuable resource for understanding the fundamentals of marketing and how to apply them in real-world scenarios.