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What is Chap 002 about?

Chapter 2 discusses the essential elements of marketing strategy and planning, emphasizing the importance of value and the value chain in creating customer satisfaction and loyalty. It outlines the marketing planning process, including conducting a situation analysis, establishing goals and objectives, and developing strategies. The chapter also highlights the need for flexibility and the integration of both strategic and tactical approaches in marketing planning.

Author

jmhoang82.acc

Language

EN