In the ever-evolving landscape of business, marketing stands as both art and science—an essential discipline that bridges organizations with their customers. Michael J. Baker and Susan Hart's comprehensive treatise synthesizes decades of marketing research, theory, and practice, providing readers with a lucid roadmap through foundational concepts, emerging trends, and effective strategies. The work is designed to equip practitioners, students, and decision-makers with a holistic understanding of marketing’s role in achieving sustainable business success.

• Marketing is a dynamic, integrative process that continuously adapts to societal, technological, and economic changes.
• Customer orientation is...
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