Submitted by alal on October 30, 2007

• Category: Business
• Words: 1404
• Pages: 6
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Managing The Bus Enterprise

American Marketing Association defines “marketing as an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” (Kerin, 2006). Marketing is an important tool that helps to deliver goods, services, and ideas to the targeted segmented market which benefits not only the customers but also the suppliers, employees, and sellers. Marketing identifies and satisfy the desires of the prospective customers. Kudler is interested in expanding its service offering by adding a catering service in addition to the in-store parties that it currently...

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