Marketing – regardless of the form it takes – is not a discrete activity but a process. The end result of this process – a print or electronic ad, a telemarketing campaign, or a celebrity endorsement – represents a fraction of the total effort involved in designing, developing and implementing the marketing activity. This chapter outlines the process involved in creating an effective marketing initiative.
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© 2008 Springer Science+Business Media, LLC
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(2008). The Marketing Process. In: Health Services Marketing. Springer, New York, NY. https://doi.org/10.1007/978-0-387-73606-8_3
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DOI: https://doi.org/10.1007/978-0-387-73606-8_3
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-73604-4
Online ISBN: 978-0-387-73606-8
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