Principles of Marketing
Chapter Preview: This chapter introduces you to the basic concepts of marketing. We start with the question, What is marketing? Simply put, marketing is managing profitable customer relationships. The aim of marketing is to create value for customers and capture value from customers in return....
Đã lưu trong:
| Những tác giả chính: | , |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Được phát hành: |
2015
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/41246 |
| Các nhãn: |
Thêm thẻ
Không có thẻ, Là người đầu tiên thẻ bản ghi này!
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | Chapter Preview: This chapter introduces you to
the basic concepts of marketing.
We start with the question, What is marketing? Simply put, marketing
is managing profitable customer relationships. The aim of
marketing is to create value for customers and capture value from customers
in return. Next we discuss the five steps in the marketing
process—from understanding customer needs, to designing customerdriven
marketing strategies and integrated marketing programs, to
building customer relationships and capturing value for the firm. Finally,
we discuss the major trends and forces affecting marketing in this
age of customer relationships. Understanding these basic concepts... |
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