Merkle | August 19, 2009

Twenty years ago, Philip Kotler defined marketing’s role as setting the strategic direction for the organization and its interaction with customers for the purpose of satisfying needs of a target market at a profit. Importantly, Kotler advised that marketing activities should be manifest in all the activities of an organization to create customer value. He suggested that this customer-focused, integrated approach to marketing would bring the strongest short- and long-term results.

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