What Is Marketing?

In a world where consumer preferences, digital technologies, and global competition are in constant flux, the essence of marketing remains a cornerstone of business success. "What Is Marketing?" by Harvard Business Review and Alvin J. Silk serves as both a primer and a comprehensive guide, distilling marketing into its fundamental principles and modern-day applications. The book navigates the reader through the evolving landscape of marketing, clarifying its strategic role, core functions, and the mindset required to deliver lasting value to customers and organizations alike.

• Marketing is fundamentally about creating, communicating, and delivering...

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