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1. The Purpose of Marketing
2. Understanding the Marketing Environment
3. Consumer Buying Behaviour
4. Managing Marketing Information for Value Creation
5. Marketing Strategy: Segmentation, Targeting and Positioning
6. The Product as a Point of Value
7. Pricing Strategies
8. Value-Added Distribution Strategies
9. Marketing Communications Strategies
10. Services Marketing
11. Marketing Planning for Value Delivery
12. Marketing in a Global Context
13. Social Media Marketing
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