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'The Boundless Marketing textbook is a college-level, introductory textbook that covers the exciting subject of Marketing. Boundless works with subject matter experts to select the best open educational resources available on the web, review the content for quality, and create introductory, college-level textbooks designed to meet the study needs of university students. This textbook covers: An Overview of Marketing -- Marketing, The Marketing Orientation Evolution, Contemporary Relationship Marketing, Value Based Marketing, Importance of Marketing, Evaluating Marketing Performance Marketing Strategies and Planning -- The Strategic Planning Process, Strategic Views, Introducing the Marketing Plan, Overview of Forecasting, Steps to Creating a Marketing Plan The Marketing Environment -- The... Show More


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