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1 “It’s Not Me, It’s You”

In: Ten and a Half Lessons in Marketing

Author

Listed:
  • Emílio Távora Vilar

    (University of Lisbon)

Abstract

In Lesson 1, marketing is defined. A series of formal definitions, from the earliest to the most recent, is invoked to illustrate the evolution and expanding scope of marketing’s field of intervention. Next, several common misconceptions, such as marketing creating needs and being about deceiving people, are described and deconstructed. Finally, the value and return on marketing are analysed, and metricsmetrics for assessing its effectiveness are established.

Suggested Citation

  • Emílio Távora Vilar, 2025. "1 “It’s Not Me, It’s You”," Springer Books, in: Ten and a Half Lessons in Marketing, pages 13-24, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-09728-6_2
    DOI: 10.1007/978-3-032-09728-6_2
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