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In this chapter, we extend these fundamentals to global marketing. Although we’ve discussed global topics in each previous chapter—it’s difficult to find an area of marketing that doesn’t contain at least some international elements—here we’ll focu...

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This chapter looks further into key customer value–driven marketing strategy decisions dividing markets into meaningful customer groups (segmentation), choosing which customer groups to serve (targeting), creating market offerings that best serve targeted cu...

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This first chapter introduces you to the basic concepts of marketing. We start with the question: What is marketing? Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for custom...

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In this chapter, we dig deeper into steps two and three of that the marketing process: designing customer value–driven marketing strategies and constructing marketing programs. First, we look at the organization’s overall strategic planning, which guides m...

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In this chapter, we’ll begin digging deeper into the first step of the marketing process—understanding the marketplace and customer needs and wants. In this chapter, you’ll see that marketing operates in a complex and changing environment. Other actors i...

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