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Principles of Marketing, Global Edition

Principles of Marketing, Global Edition

ISBN 9781292220178
Edition 17
Publication Date
Publisher Pearson Australia
Author(s)
Overview

Present five major themes using a clear and compelling customer-value approach

The text’s innovative customer-value and engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. From beginning to end, this marketing process model builds on five major customer value and engagement themes:

Creating value for customers in order to capture value in return Engaging with customers using today’s digital and social media Building and managing strong, value-creating brands Measuring and managing return on marketing Fostering sustainable marketing around the globe

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