A committee of the American Marketing Asso- ciation defined marketing as the process of planning and executing

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A committee of the American Marketing Asso- ciation defined marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individ- ual and organizational objectives." Does this definition consider macro-marketing? Explain your answer.

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Basic Marketing A Global-Managerial Approach

ISBN: 9780073324043

11th Edition

Authors: E. Jerome McCarthy, William D. Perreault Publisher: Irwin

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