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1: What Is Marketing?
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- 1.1: Why It Matters- What Is Marketing?
- 1.2: Marketing Defined
- 1.3: Marketing in Action
- 1.4: The Marketing Concept
- 1.5: Marketing and Customer Relationships
- 1.6: How Organizations Use Marketing
- 1.7: The Value of Marketing
- 1.8: Putting It Together- What Is Marketing?
- 1.9: Discussion- Self-Introduction