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Background to Marketing
What is marketing? Almost every marketing textbook has a different definition of the term "marketing." The American Marketing Association (AMA) uses the following: "The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." From this definition, we see that:
Marketing involves an ongoing process. The environment is "dynamic." This means that the market tends to change--what customers want today is not necessarily what they want tomorrow.…
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