11 Marketing
Objectives and Learning Outcomes
This chapter introduces marketing as a major field in management. After defining marketing and outlining its scope, this chapter begins by introducing the theory of service-dominant logic as a main foundation of modern marketing practice. It proceeds with a summary of digital marketing and a range of contemporary marketing concepts. This is followed by brief introductions to established marketing topics including customer engagement, segmenting the market, and the marketing mix. The final section in the chapter draws connections between organizational culture and marketing activities. This chapter aims to achieve the following learning outcomes:
- an appreciation ...
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