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Chapter 2 case studies
This chapter focuses on the customer market domain. It addresses
marketing in the context of both the direct customer and the final
consumer as well as other intermediaries who may play a role as a
channel member. This is the most important of the six markets, and
so six cases are included in this chapter. They focus on a range of dif-
ferent industry environments, including fast-moving consumer
goods, retail, industrial, services and the not-for-profit sector.
The customer market domain: Managing relationships with buyers 53