Chương 1 Tổng quan marketing (marketing overview)

Dao Tung

No tm8jf, OSF Preprints from Center for Open Science

Abstract: This first chapter introduces you to the basic concepts of marketing. Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. After that, I discuss the five steps in the marketing process—from understanding customer needs, to designing customer value–driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm.

Date: 2021-08-31
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:tm8jf

DOI: 10.31219/osf.io/tm8jf

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