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Jacket
Foundations of Marketing
David Jobber, University of Bradford
John Fahy, University of Limerick
Marketing in the Modern Firm

Chapter Objectives

Chapter 1 covers:
1. The marketing concept
2. The different business orientations that firms adopt
3. How to create customer satisfaction and value
4. The main types of decisions that must be made by marketing managers
5. The relationship between adopting a marketing philosophy and business performance








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