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The linking or transaction occurs not only between customers and the organization, but also amongst the organization's task environment. Kotler & Andreasen (2002) contend that in contrast to those who conceive of marketing largely in terms of communications strategies designed to change customers to fit the organization's offering, sophisticated marketer's view the marketing function as more diverse and the marketing objective as, above all, responding to customer needs and wants.
A diverse marketing program pays attention not only to communication but also to the nature of the offering, its cost to target audience members, and the channels through which it is made available...
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