Chapter 1


Marketing represents a unique position in a business enterprise in that it is responsible for revenue generation. Without the capacity to generate revenue, an organization would cease to exist. This is a hefty and relentless responsibility. While there may be periods of success, the need to continuously generate revenue is a daily pursuit—some may even say a moment-by-moment pursuit.

Figure 1.1. The moment by moment pursuit of revenue through marketing.

According to the American Marketing Association, “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers ...

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