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What is Smart?; Preface; Smart People to Have on Your Side; The Five Smartest Things to Know about Marketing; Prologue; MARKETING AND THE BUSINESS; The Past and Present of Marketing; Marketing and Strategy; Defining Marketing and Creating the Marketing Plan; THE FUNDAMENTALS; The Basics of Marketing; Advertising, Selling, and Fulfillment; THE DEFINING MARKETS; Industrial Marketing; Consumer Marketing; TRENDS THAT ARE SHAPING MARKETING; Marketing and the Monster ; The Globalization of Marketing; Marketing Relationships; The Future: Marketing in the New Economy; Bibliography; Index.