It is the ability to satisfy customers that marks the difference between the successful and the unsuccessful organisation. That is why some children’s nurseries have a huge demand for places, while others have falling roles. It is why some supermarkets have people crowding the aisles whereas others are practically empty. This ability to satisfy customers boils down to successful marketing. The Chartered Institute of Marketing uses the following definition of marketing: ‘Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably.’…

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