The importance of marketing

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Abstract

Purpose – To gain insight into what marketing entails and how a marketer can begin to employ the basic fundamentals in order to become more customer focused.Design/methodology/approach – Provides guidelines to enhancing and strengthening your marketing efforts.Findings – Posits that a more successful and innovative marketing strategy can be attained by following the guidelines outlined in this paper.Originality/value – Helps a marketer to understand the keys to developing a more successful and innovative marketing strategy and respond to the challenges that they face.