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Dieses mit IHMC CmapTools erstellte CMap hat Informationen bezüglich: cmap_8, human side includes experiences, marketing work can be explained according to different narratives in society, four themes are violence, different narratives in society these are narrative of neoliberalism, different research streams are struggle for professional legitimacy and influence, marketing work can be separated into four themes, marketing work is portrayed as predefined set of activities, tools and goals, language use refers to communication skills, marketing management approach gave birth to marketing orientation, different research streams are organization and management of marketing activities, social phenomenon emerges in the everyday life, 2 categories are generic communication skills, marketing work is done by marketing professionals, marketing professionals need essential skills, knowledge and competencies, 3 areas are job-/industry- specific skills, four themes are act of answering/responding, marketing work based on marketing management approach, marketing education should teach theory underlying marketing business tools and their application, essential skills, knowledge and competencies are customer relations, marketing work is a social phenomenon