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Marketing Fundamentals - Textbook Notes, Full Semester.

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Textbook notes including all chapters from online marketing textbook. Course semester 1, 2017.

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69 Pages Complete Study Notes < 1 Year old
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5 Ex Credits


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Topics this document covers:
Marketing Microeconomics Business economics Digital marketing Integrated marketing communications Customer relationship management Engagement marketing Social media marketing Customer engagement Consumer behaviour Value proposition Touchpoint
This is a Complete Set of Study Notes

Complete Study Notes typically cover at least half a semester’s content or several topics in greater depth. They are typically greater than 20 pages in length and go into more detail when covering topics.

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Topics this document covers:
Marketing Microeconomics Business economics Digital marketing Integrated marketing communications Customer relationship management Engagement marketing Social media marketing Customer engagement Consumer behaviour Value proposition Touchpoint
Sample Text:
Firms assess their market position and decide on their market strategy. They develop a marketing plan that specifies the marketing activities for a specific period. MARKETING IS ABOUT SATISFYING CUSTOMER NEEDS AND WANTS Understanding the marketplace, and especially consumer need and wants, is fundamental to marketing success. In the broadest terms, the marketplace refers to the world of trade. More narrowly. However, the marketplace can be segmented or divided into groups of people who are pertinent to an organization for reasons. MARKETING ENTAILS AN EXCHANGE Marketing is about an exchange – the trade of things of value between the buyer and the seller so that each is better off as a result....
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