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Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this customer model for informational input in a dynamic process over the life cycle. The five key functions of each company adapt to these changes and to each other in a series of management process innovations. The financial criteria of maximizing shareholder wealth and maximizing viewed as an ideal are the prescriptive elements.
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John A. Howard (1983) studied this question.
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