From the Diploma: What is Marketing?

There are myriad views on what marketing is. There are thousands of quotes regarding it, but it is generally recognised to be a process where companies create a conscious pre-planned campaign that requires the management team to set a specific measurable objective for the golf club. Golf clubs are typically slow adopters of marketing - believing their membership are happy with the product being delivered without any real data, other than anecdotal, to support this view. It is essential to consider what your customers think about you and the club to get a different perspective. It is not uncommon to become fixated on the ‘what’ or the ‘how’ of marketing....
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