Marketing is the study and management of exchange relationships Marketing is used to create keep and satisfy the customer With the customer as the focus of its British Journal of Marketing Studies Vol3 No3 pp7188 June 2015 Published by European Centre for Research Training and Development UK wwweajournalsorg British Journal of Marketing Studies Vol3 No3 pp111 April 2015 Published by European Centre for Research Training and Development UK wwweajournalsorg 272 International Journal of Case Method Research Application 2007 XIX 3 PROMOTION THE MARKETING TREES FLOWERS AND LEAVES At the top of the marketing tree is 1 A Global Perspective 14 Communicating Customer Value Integrated Marketing Communications Strategy Philip Kotler Gary Armstrong Swee Hoon Ang Siew Meng Leong Journal of Biology Agriculture and Healthcare European Journal of Business and Management British Journal of Marketing Studies Vol2 No2 pp7181 June 2014 Published by European Centre for Research Training and Development UK wwweajournalsorg 2 Master thesis Industrial buying behavior and radical innovations Abstract A central part of the marketing process is to be aware of why a customer or buyer makes a A touchpoint can be defined as any way a consumer can interact with a business whether it be persontoperson through a website an app or any form of communication
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