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Understanding Marketing: The Core – A Comprehensive Guide to Modern Principles
"Marketing: The Core, primarily authored by Roger Kerin and Steven Hartley, is a concise, high-impact pedagogical framework designed to teach the fundamental principles of marketing through active learning and real-world application. It focuses on delivering customer value, building sustainable relationships, and executing strategic marketing plans within a rapidly evolving digital and global landscape. The Philosophy Behind Marketing: The Core The instructional philosophy of Marketing: The Core centers on the idea that marketing is not merely a department within an organization but a foundational business process designed to create, communica..."
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