Kotler pom16e inppt 01(mbasubjects.com)

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Kotler pom16e inppt 01(mbasubjects.com)
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  Principles of Marketing Kotler and ArmstrongChapter 1:Marketing Creating  Customer Value and  Engagement Insert Textook Co!er Image Copyright © 2016 Pearson Education, Inc.1-1  Copyright © 2016 Pearson Education, Inc. Marketing:  Creating Customer Value and Engagement Amazon.coms deep-do!n passion "or creating customer engagement, #a$ue, and re$ationships has made it the !or$ds $eading on$ine retai$er.Amazon has %ecome the mode$ "or companies that are o%sessi#e$y and success"u$$y "ocused on de$i#ering customer #a$ue. 1-2  • "#ecti!e 1: $e%ne marketing and outline the steps in the marketing process& • "#ecti!e ': Explain the importance of understanding the marketplace and customers and identif( the %!e core marketplace concepts& )earning "#ecti!es Marketing:  Creating Customer Value and Engagement 1-&Copyright © 2016 Pearson Education, Inc.  • "#ecti!e *: Identif( the ke( elements of a customer+dri!en marketing strateg( and discuss the marketing management orientations that guide marketing strateg(& )earning "#ecti!es Marketing:  Creating Customer Value and Engagement 1-'Copyright © 2016 Pearson Education, Inc.  )earning "#ecti!es Marketing: Creating Customer Value and Engagement • "#ecti!e ,: $iscuss customer relationship management and identif( strategies for creating !alue for   customers and capturing !alue from  customers in return& • "#ecti!e -: $escrie the ma#or trends and forces that are changing the marketing landscape in this age of relationships& Copyright © 2016 Pearson Education, Inc.1-(
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