Publication Manual of the American Psychological Association by 
The SAGE Handbook of Marketing Ethics by 
In this course, students will gain a managerial perspective on how organizations understand and select target markets and how they attract, retain, and grow customers within those markets. A strategic perspective of how firms create, deliver, and communicate superior customer value for competitive advantage is emphasized. Students will gain an understanding of the analysis, planning, implementation, and control of activities to develop and sustain beneficial exchanges with target buyers.
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