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Direct linkDingus, Rebecca; Milovic, Alex – Marketing Education Review, 2019
Gone are the days of transactional marketing, and here to stay are increased expectations for marketers to act as trusted advisors while providing value customized specifically to each customer. Accordingly, marketers must clearly identify the competitive advantage of their products or services, and they need to be sure this competitive advantage…
Descriptors: Marketing, Business Administration Education, Competition, Value Judgment
