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Since the 'Marketing Perspectives' module has started, the author's understanding of marketing framework has been changed significantly. Now, the author is aware about stakeholders engagement, co-creation of value, service-dominant logic (SDL), holistic marketing concept, market segmentation variables, customer advocacy, positive word-of-mouth, evaluating marketing information, the role of branding in relationship with purchasing behaviours, 4Ps of marketing mix, new paradigms of marketing mix, relationship marketing, as well as using adequate marketing research and analysis methods, understanding differences related to purchasing behaviours in B2C and B2B markets, realising the role of ethics and CSR in the marketing practices, and developing effective marketing
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INTRODUCTION TO MARKETING Marketing is a process of communicating the value of product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. From a Societal point of view, Marketing is a link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is a process of communicating the value of a product or service through positioning to customers.