The Core Concept of Marketing Management

Wulff Plinke ()
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Wulff Plinke: European School of Management and Technology

Chapter 2 in Fundamentals of Business-to-Business Marketing, 2015, pp 77-127 from Springer

Abstract: Abstract This chapter focuses on the evolution of the marketing concept and the components of marketing management in firms. The first part is about the way our understanding of marketing has developed over time, including market and customer orientation. The second part discusses in more depth the management of marketing activities in firms and the nature and role of market and customer orientation.

Keywords: Customer Satisfaction; Market Orientation; Customer Orientation; Functional Program; Market Management (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-319-12463-6_2

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DOI: 10.1007/978-3-319-12463-6_2

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