Marketing Management
Marketing Management Times connect Redefining Marketing for 21stCentury ● Marketing is everywhere, but tricky ● It makes Marketing management difficult because it needs continuous improvement The scope of marketing: What is marketing? (1) ● Marketing: meeting needs profitably ● Marketing: an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders ● Marketing management: the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value The scope of marketing: What is marketing? (2) ● Marketing is not only selling. ● Marketing makes product/service fits customer & sells itself ==> customer ready to buy ● In the end, Marketing makes selling unnecessary ● Example: iPhone by Apple The scope of mark