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This edition of Basic Marketing builds upon its pioneering beginnings that introduced the "four PS" to the introductory marketing course. The unifying focus of this text has always been on marketing decision-making pertaining to identifying and meeting customers' needs. Salient Features: Introduces marketing orientation and customer value in the context of an overall integrative model of the marketing strategy planning process Focuses on exploring how the strategy planning process should lead to decisions about a target market and the marketing mix Integrates topics of special interest, like services, relationship marketing, cultural diversity, entrepreneurship, cross-functional linkages