Marketing is a big topic. It is complex, vital - and yet too often misunderstood. Every organization must have customers or clients to remain financially viable. But they will not beat a path to your door unasked. Marketing is the essential process that actively seeks to generate customers, business and profit. Designed to explain and inform, and put any misconceptions to rights, this book is logically arranged in a way that builds up understanding; it provides a thorough basic guide to: what marketing is, how marketing works and how it affects the organization - and the individuals in it.

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