The markets for many products and services are already saturated. This applies to both classic profit-oriented industries and the non-profit sector. At the same, competition on the market place is becoming increasingly fierce. With the help of professional marketing, however, some companies nevertheless manage to keep moving forward. In this context it is particularly important to appreciate the importance of marketing for one’s company and make effective use of modern marketing methods and tools. The objective must be to create marketing-oriented organizational structures and achieve a focus on customers’ needs.
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