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PRINCIPLES OF MARKETING (PART 1 : DEFINING MARKETING & MARKETING…
PRINCIPLES OF MARKETING
Author - Philip Kotler & Gary Armstrong
PART 1
:
DEFINING MARKETING & MARKETING PROCESS
Building Customer Relationships :check:
Capturing value from customers
Preparing an integrated marketing plan and program :check:
The changing marketing landscape
Designing a customer-driven marketing strategy :check:
So, What is marketing? Pulling it all together
Understanding the marketplace and customer needs :check:
Company wide strategifc planning : Defining Marketing's Role
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
What is marketing?
Planning Marketing : Partnering to build customer relationships
Marketing strategy and the Marketing Mix
Managing the marketing effort
Measuring and Managing Return on Marketing Investment
Reviewing Objectives
Discussion and critical thinking
Application and Cases
PART 2
: UNDERSTANDING THE MARKETPLACE AND CONSUMERS
Analyzing the Marketing Environment
Social and political environment
Responding to the marketing environment
The macro environment
The micro environment
PART 3
: DESIGNING A CUSTOMER DRIVEN STRATEGY AND MIX
PART 4
- EXTENDING MARKETING