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....
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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2015
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/41246 |
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oai:scholar.dlu.edu.vn:DLU123456789-412462023-11-11T05:29:29Z Principles of Marketing Kotler, Philip Armstrong, Gary 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. 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... 2015-05-13T02:02:38Z 2015-05-13T02:02:38Z 2006 Book 978-0-13-216712-3 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/41246 en application/pdf |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Marketing |
| spellingShingle |
Marketing Kotler, Philip Armstrong, Gary Principles of Marketing |
| description |
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... |
| format |
Book |
| author |
Kotler, Philip Armstrong, Gary |
| author_facet |
Kotler, Philip Armstrong, Gary |
| author_sort |
Kotler, Philip |
| title |
Principles of
Marketing |
| title_short |
Principles of
Marketing |
| title_full |
Principles of
Marketing |
| title_fullStr |
Principles of
Marketing |
| title_full_unstemmed |
Principles of
Marketing |
| title_sort |
principles of
marketing |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/41246 |
| _version_ |
1782546973081993216 |