Marketing Management A Customer-Centric Approach

Paperback • 2024 • English • 1. edition

Marketing Management A Customer-Centric Approach

By Fred Selnes, Even Johan Lanseng

2 Ratings • 5.0 of 5

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About the book

This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you′ll discover how segmentation and differentiation play a crucial role in marketing management.After delving into market dynamics, customer behav...Show more

Business strategy

Business innovation

Entrepreneurship / Start-ups

Book details

ISBN

9781529624243

Publisher

SAGE Publications, Limited

Published year

2024

Language

English

Edition

1

Original title

Marketing Management A Customer-Centric Approach

Format

Paperback

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2 Ratings • 5.0 of 5

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