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The American Marketing Association (AMA) states, �Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.".
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A formal approach to this customer-focused marketing is known as SIVA[3] (Solution, Cheap Air Ticket Newzealand Information, Value, Access). This system is basically the four Ps renamed and reworded Cheap Air Ticket Newzealand to provide a customer focus.
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