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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition by Philip Kotler

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Introduction

About the Sustainable Market-ing Enterprise Model

The Sustainable Market-ing Enterprise (SME) model which is used in this book is a redefined, comprehensive and simple, yet very powerful model. Firstly, we redefine the marketing concept which was previously known only as a functional concept. Marketing as a function is dying and is losing its ground. Through the model we strongly argue that market-ing has to be a strategic business concept that aims to achieve sustainable satisfaction for three main stakeholders: the customers, people in the organization and shareholders. Market-ing is the soul, not just one part of the body in any organization. Therefore, everyone in an organization should be a marketer.

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