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LEARNING OBJECTIVES
After reading this chapter, students should:
Know why marketing is important
Know what is the scope of marketing
Know some of the fundamental marketing concepts
Know how marketing management has changed
Know are the necessary tasks for successful marketing management
THE IMPORTANCE OF MARKETING
Financial success often depends on marketing ability. Many firms have created a Chief
Marketing Officer (CMO) to put marketing on an equal footing with other Chief Executives
such as a CFO and CEO. Marketing is tricky and making the right decisions is not always
easy. Skillful marketing is a never-ending pursuit.