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To accomplish this, the organisation develops, presents and evaluates a series of messages to identified stakeholder groups. The objective of this process is to position the organisation or its service in the mind of the target audience. This seeks to encourage the target audience to perceive and experience that organisation and its services as solutions to their current and future dilemmas. (Fill, 1999)
Over the last 60 years the process of marketing has developed into a well defined discipline. In the 1950’s the launch of television developed mass marketing techniques. In the last decade organisations saw changes that caused a redefinition of the role and concept of marketing...
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