Lesson 1.1 Summary

In this lesson we’ve reviewed how marketing is defined, its functions, and its importance to business success. You should understand that marketing is an integrated function, with the sole purpose of connecting with customers and converting those connections to sales. You should have an understanding of marketing as a profession and know some of the key positions held by marketers.

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References and Resources

American Marketing Association. (2017). Definitions of marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/

U.S. Bureau of Labor Statistics. Occupational Outlook Handbook. Advertising, Promotions, and Marketing Managers (2021). https://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm

Ander, W. N., & Stern, N. Z. (2004). Winning at retail: Developing a sustained model for retail success. John Wiley & Sons, Inc.

Arline, K. (2015, January 26). What is a value chain analysis? Business News Daily. www.businessnewsdaily.com/5678-value-chain-analysis.html

Clark, M. (2006). The bear necessities of business. John Wiley & Sons, Inc.

Connellan, T. K. (1997). Inside the Magic Kingdom: Seven keys to Disney's success. Peak Performance Press.

Hemingway, E. (2014). The sun also rises (The Hemingway Library ed.). Simon & Schuster, Inc.

Lafley, A. G., Martin, R., & Riel, J. (2013). A playbook for strategy: The five essential questions at the heart of any winning strategy. Rotman Magazine. Available from https://store.hbr.org/product/a-playbook-for-strategy-the-five-essential-questions-at-the-heart-of-any-winning-strategy/ROT185

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