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This is a very simple fundamental way to look at marketing. It’s a communication process which starts with people that don’t know or trust our organization, going through a communication process at the end of which we want to end up with customers who will receive value from the products and services we provide - ideal customers.
Thought of in this way we can see things more simply.
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A company’s problem is always how to measure the system, know where the real bottlenecks are and optimize those bottlenecks.
In practice most organizations don’t look at this as an entire company process and much