Creating value for customers in order to capture value from customers in return. Today's marketers must be good at creating customer value, ... media technologies that help brands to engage customers more deeply and interactively.
Marketing Principles
Marketing Principles: The Management Process
Successful marketing efforts come in the form of tested principles.
"Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.
Michael J. Silverstein and Kate Sayre, 'The female economy', Harvard Business Review, 87 (9) (2009): 46–53. Jenny Darroch, Why Marketing to Women Doesn't Work: Using Market Segmentation to Understand Consumer Needs, (Hampshire: Palgrave ...
This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same.
Marketing, Principles and Strategies
This course book introduces the key aspects of marketing, including the concept and process of marketing, segmentation, targeting and positioning, the extended marketing mix and market segments and contexts.Features include summary diagrams ...
Principles of Marketing