This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same. So, the major step of a student of marketing, whether it is a young university student or an experienced business executive, is to understand the principles of marketing, and reading the present book will be the first step in accomplishing this task.
However, and despite the new trends in marketing, like any social science, marketing has basic principles, and these principles need to be considered when making any type of marketing decisions. Today, considering the technology development, which influences every function of the company, the focus of the successful marketing oriented companies has changed from «the customer is king» to «the customer is a dictator!!!». Companies recognized that consumers had a myriad of choices of product offerings and marketing was responsible to ensure that the company?s products had the benefits and attributes that customers wanted and were willing to pay for. Mrketing reversed prior business logic 50 years ago and said «the customer is king», and the companies began to recognize that it was not just the product that was the most important aspect of their business. Sustainable Marketing - Social Responsibility and Ethics. Direct and Online Marketing - Building Direct Customer Relationships 18. Marketing Channels - Delivering Customer Value 13. Pricing Strategies - Understanding and Capturing Customer Value 11. Developing New Products and Managing the Product Life Cycle 10. Products, Services, and Brands - Building Customer Value 9. Customer-Driven Marketing Strategy - Creating Value for Target Customers 8. Business Markets and Business Buyer Behavior 7. Consumer Markets and Consumer Buyer Behavior 6. Managing Marketing Information to Gain Customer Insights 5. Company and Marketing Strategy - Partnering to Build Customer Relationships 3. Marketing - Creating and Capturing Customer Value 2. The author defends that the changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. Students may learn how to create customer value and build customer relationships. The work is organized around a customer-value framework. This book aims to show how to create value and gain loyal customers.
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