Abstract
Marketing is the driving force in modern business. Market research is used to identify, or find out, what consumers want. The results are used to anticipate, or forecast, what consumers will want in the future. Firms then make goods which will satisfy consumers’ requirements or wants — and make a profit for themselves.
“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” — Institute of Marketing
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© 1990 Renée Huggett
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Huggett, R. (1990). Marketing. In: Markets. In Business Now. Palgrave, London. https://doi.org/10.1007/978-1-349-11600-3_6
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DOI: https://doi.org/10.1007/978-1-349-11600-3_6
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-52495-4
Online ISBN: 978-1-349-11600-3
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