上海对外经贸大学工商管理学院市场营销学课件 Chapter1.pptVIP

Marketing: Managing Profitable Customer Relationships Chapter 1 Learning Goals Define marketing and the marketing process. Explain the importance of understanding customers and identify the five core marketplace concepts Identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations. Discuss customer relationship management and creating value for and capturing value from customers Describe the major trends and forces changing the marketing landscape Case Study Creating Value Create compelling blend of live racing events, media coverage and We