Marketing: Creating Value for Customers.


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Chapter 20 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Describe the basic ways in which marketing groups can be organized.

  2. Summarize techniques for coordinating marketing activities.

  3. Explain how marketing managers can motivate their employees.

  4. List principles for communicating effectively.

  5. Explain how marketers evaluate performance in terms of sales, profits, and customer satisfaction.

  6. Discuss the use of marketing audits.





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