Marketing is not a function by itself or a task for just one person
- its success depends on several activities in the marketing value
chain. Understanding this value chain is important for companies to
stay relevant, and crucial for seeing a return on their investment
in marketing. Companies employ and interact with many members of
the marketing value chain, and therefore need to be familiar with
the relationships between each link in this chain. Marketing Value
Chain is about understanding this value chain, where marketing fits
into the chain, and what role marketers play within it.
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