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32     PART 1  UNDERSTANDING MARKETING MANAGEMENT






                                                        2
                                             Chapter




















        In This Chapter, We

        Will Address the
        Following Questions


        1. How does marketing affect
           customer value?

        2. How is strategic planning
           carried out at different levels of
           the organization?
        3. What does a marketing plan
           include?














              Yahoo! faces many strategic challenges
              as it attempts to fend off competition from
              Google and others.
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