Kotler Pom 15e Inppt 01 GE

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  Global EditionChapter 1 Marketing: Creating and Capturing Customer Value Copyright ©2014 by Pearson Education  ã What Is Marketing? ã Understanding the Marketplace and Customer Needs ã Designing a Customer-Driven Marketing Strategy ã Preparing an Integrated Marketing Plan and Program ã Building Customer Relationships ã Capturing Value from Customers ã The Changing Marketing Landscape Topic Outline Creating and Capturing Customer Value Copyright ©2014 by Pearson Education  What Is Marketing? Marketingis a process by which companies create value for customers and build strong customer relationshipsto capture value from customers in return. Copyright ©2014 by Pearson Education  Marketing Process
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