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Core Concepts of Marketing FUNDAMENTALS OF MARKETING SUBMITTALBOOK REVIEWBOOK TITLE: CORE CONCEPTS OF MARKETINGBOOK AUTHOR: JOHN BURNETTBook Title: Core Concepts of MarketingBook Author: John BurnettSummaryThe first chapter discussed marketing as one of the major tactical tools available to the business companies. Marketing is:Based on the mission statement of the organizationDependent on the effective management of.