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Chapter 1: Marketing: Creating Customer Value and Engagement (What is core…
Chapter 1: Marketing: Creating Customer Value and Engagement
What is marketing?
Marketing is a process by which companies create value for customers and build strong customer relationship in order to capture value from customers in return.
What is core marketplace concept?
Needs, wants, demand
Market offerings and market myopia
Exchange and exchange relationship
Market
Value and satisfaction
Major trend and forces that are changing the marketing landscape in this age of relationships
Digital and social media marketing
not-for-profit marketing growth
Rapid globalization
Sustainable marketing
Marketing management orientation
Societal marketing concept
Marketing Concept
Selling concept
Product concept
Production concept
Designing a customer driven marketing strategy
4 P's
Place
Promotion
Price
Product