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General overview of marketing (4 conditions for exchange to occur ( At…
- General overview of marketing
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Marketing
The process of maximising returns to stakeholders by developing exchanges with valued customers and creating an advantage for them
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Digital Marketing
Use of digital media such as internet and mobile channels to develop communication and exchanges with customers
Interactivity allows customers to express their needs and wants directly to the company in response to their marketing communications
Ethical and legal issues include privacy, online, fraud
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