![]() ![]() ![]() Setting Company Objectives and Goals 71.The Growth of Not-for-Profit Marketing 60 So, What Is Marketing? Pulling It All Together 61 REST STOP: Reviewing the Concepts 63, Navigating the Key Terms 64, Travel Log 64, Under the Hood: Focus on Technology 64, Focus on Ethics 65, Video Case 65Ĭompany and Marketing Strategy: Partnering to Build Customer Relationships 67 Companywide Strategic Planning: Defining Marketing's Role 69 Defining a Market-Oriented Mission 69.The Call for More Ethics and Social Responsibility 60.Building Customer Equity 55 The Changing Marketing Landscape 57 The Digital Age 58.1 Marketing at Work Bike Friday: Creating Customer Evangelists 47 The Changing Nature of Customer Relationships 49 1.2 Marketing at Work Consumer-Generated Marketing: Ad Agency of the Year? YOU! 52 Partner Relationship Management 52Ĭapturing Value from Customers 54 Creating Customer Loyalty and Retention 54 Preparing an Integrated Marketing Plan and Program 45 Building Customer Relationships 45 Customer Relationship Management 45 1. Markets 40 Designing a Customer-Driven Marketing Strategy 41 Selecting Customers to Serve 41. ![]() ![]() Market Offerings-Products, Services, and Experiences 39.The Marketing Process 38 Understanding the Marketplace and Customer Needs 38 Customer Needs, Wants, and Demands 38.Marketing: Creating and Capturing Customer Value 35 What Is Marketing? 37 Marketing Defined 37 Gary Armstrong University of North CarolinaĭEFINING MARKETING AND THE MARKETING PROCESS 1 ![]()
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