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Implementing E-Learning by Lance Dublin, Jay Cross

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Fundamentals of Consumer Marketing

Does the word marketing give you good vibes or a bad taste in your mouth? Do you think of advertising, public relations, brand management, product positioning, price optimization, segmentation, customer satisfaction, and other marketing concepts? Or do you think of snake oil salesmen, artificially inflated demand, and P.T. Barnum’s “sucker born every minute”?

Marketing is the foundation of capitalist economies. Its function is to attract and keep customers. The term marketing as used in this book does not refer to what the folks in the marketing department do. The copywriters and flacks that give marketing its bad reputation are working on a minor subset of the discipline of marketing. As David Packard (1989 ...

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