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Some definitions of marketing emphasize marketing's capability to develop benefit to shareholders in the company as well. In this context, marketing is usually defined as "the administration system that seeks to maximise returns to shareholders by establishing relationships with valued prospects and

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To beat the deficiencies of the 4P product, some authors have recommended extensions or modifications to the initial design. Extensions with the four P's will often be A part of cases including expert services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity a

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