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Global Business and Corporate Governance by John Thanopoulos

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Chapter 7

Marketing Perspectives

About Marketing and About This Chapter

Marketing is the process where an organization meets its own objectives, and, at the same time, satisfies the target consumer’s needs in terms of product design, promotional activities, pricing, and place where this product is offered (the 4Ps of the marketing mix). In essence, the consumer becomes the center of the organization’s attention. The organization studies the consumer product (or service) needs and delivers them through actions that provides each desired product these 4Ps, the variables controllable by the organization. These 4Ps must be delivered in a way that they are internally consistent—the consumers expect consistency in the desired marketing mix, for example, ...

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