销售：管理有利润的客户关系知识分享.pptVIP

Marketing: Managing Profitable Customer Relationships Chapter 1 Strong sales, no profits Customer-driven to its core Each customer’s experience is unique Provides great selection, good value, discovery and convenience A true online community A Discussion: Will A Survive? Case Study What is Marketing? Marketing is managing profitable customer relationships Attracting new customers Retaining and growing current customers “Marketing” is NOT synonymous with “sales” or “advertising” What is Marketing? Kotler’s social definition: “Marketing is a social and managerial process by which individ