"Marketing-Is the activity, set of institutions,and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." (MKTG 3rd edition pg. 3)Initially, before reading the first Chapter in the text, I thought of marketing as only advertising. However marketing is a all encompassing endeavor that begin with the idea, and grows into a product that is then delivered to fill a specific need.
Also, I learned that Professor Allen lives in a mansion with a sweet swimming pool- " A marketing career does pay well" =)
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