Marketing is an universal economic activity, which is present in every human society. Its activity transcends geographic, political divisions and serves markets wherever they exist.
The Chartered Institute of Marketing defines marketing as "Management process responsible for identifying, anticipating and satisfying customer requirement and profitably." (Doole Isobel and Lowe Robin, International Marketing Strategy, Second Edition 1999) The above definition says that marketing is a process which involves, focusing on the needs and wants of customers, identifying the best methods of satisfyi…
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