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by Sanjeevani Pandey (Author), Pradip Kumar Sinha (Author)
Marketing is changing to meet the changing world. Marketing remains the business activity that identifies an organization''s customer needs and wants, determines which target markets it can serve best and designs appropriate products, services and programmes to serve these markets. However, marketing is much more than an isolated business function - it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building valued relationships with customers. The marketing people cannot accomplish this goal by themselves. They must work cJosely with other people in their company and with other organizations in their value chain, to provide superior value to customers. Thus, marketing calls upon everyone in the organization to ''think customer'' and to do all that they can to help create and deliver superior customer value and satisfaction. As Professor Stephen Burnett says: ''In a truly great marketing organization, you can''t tell who''s in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer.''
