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Marketing Made Simple by Geoff Lancaster, Paul Reynolds

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2

Functions of marketing

2.1 Introduction

Marketing is a business philosophy whose primary objective is the realisation of profit through customer satisfaction. This philosophy is implemented through the various functions that make up marketing. It is wrong to think of marketing as a set of activities, notably advertising, selling and marketing research. The marketing concept should be paramount in the actions of every department.

Marketing specialists are directly concerned with implementing the marketing concept and are most closely associated with the customer. Specialist activities within marketing are known as marketing's functions whose role is to identify needs of the market, interpret these, and bring products and services to ...

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