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Il marketing viene definito come l'arte e la scienza di creare, comunicare e trasferire valore a un target di clienti, ottenendo un ritorno economico per l'impresa. Il processo si divide in: Comprendere il mercato e i bisogni del cliente. Progettare una strategia di marketing guidata dal cliente. Elaborare un programma di marketing integrato. Costruire relazioni profittevoli.