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Theories and concepts of the marketing function

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1. Identifying the key theories and concepts of the marketing function.

2. Identifying the role that manager's play in the marketing function of an organisation.

3. Discussing the importance of customers or clients to organisational success and the concept of creating customer value.

Discuss how the marketing environment globally changed over the last ten years. How have these changes impacted on the role of the marketing manager? What impact have these changes had on the concept of ‘customer value creation'?

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