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Lecture fundamentals of marketing - Lecture 5: Analyzing the marketing environment

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Lecture fundamentals of marketing - Lecture 5: Analyzing the marketing environment

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In this chapter, we dig deeper into steps two and three of the marketing process: designing customer-driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides marketing strategy and planning. Next, we discuss how, guided by the strategic plan, marketers partner closely with others inside and outside the firm to create value for customers.

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