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Chapter 1 Understanding Economic Systems and Business, Chapter 2 Making Ethical Decisions and Managing a Socially Responsible Business, Chapter 3 Competing in the Global Marketplace...
Chapter 1: Marketing: Creating Customer Value and Engagement, Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships, Chapter 4: Managing Marketing Information to Gain Customer Insights...
Defining marketing and the marketing process, understanding the marketplace and consumer value, designing a customer value - driven strategy and mix...
Chapter 1: Understand Economic Systems & Business, Chapter 2: Making Ethical Decisions and Managing a Socially Responsible Business, Chapter 3: Competing in the Global Marketplace...
Chapter 1: Creating and Capturing Customer Value, Chapter 2: Company and Marketing Strategy - Partnering to Build Customer Engagement, Value and Relationships, Chapter 3: The Marketplace and Customers - Analysing the Environment...