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To have a better understanding of marketing & use analytical approaches to tackle MKT problems; to handle basic marketing terminology; to identify the essential. Process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others' (Philip Kotler). PRINCIPLES OF MARKETING. Company and Marketing Strategy: Partnering to Build Customer Relationships. Saihad Shahid Rahman, Spring, 2014-2015. COMPANYWIDE STRATEGIC PLANNING: DEFINING MARKETING'S ROLE. Strategic Planning Strategic Planning is the process of developing and maintaining a.