Marketing is one of the only two basic functions of a corporation. But what is marketing? Conventionally, and fundamentally, it?s about satisfying customer needs. So, to succeed in today?s hyper competitive marketing world, customer has to comefirst, and corporations must be customer-oriented, right? The answers in Marketing*Wise may surprise you. Inside, you?ll also discover: · Why the typical strategic marketing process taught in MBA courses need to be re-examined, and a different but reality-grounded process is needed. · Which should come first ? mission or vision ? in setting your marketing direction, and why marketing objectives are ultimately about two ? and only ? two factors so that you don?t end up chasing after the wind. · A different but strategic approach to the common ? but futile ? approach to SWOT (strengths-weaknesses-opportunities-threats) analysis. · Why you should conduct market...

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