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Lecture fundamentals of marketing - Lecture 1: Marketing: Creating and capturing customer value

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Lecture fundamentals of marketing - Lecture 1: Marketing: Creating and capturing customer value

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After studying this chapter you will be able to understand: Define marketing and outline the steps in the marketing process, explain the importance of understanding customers and the marketplace and identify the five core marketplace concepts, identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy,...

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