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The Core Concept of Marketing Management

In: Fundamentals of Business-to-Business Marketing

Author

Listed:
  • Wulff Plinke

    (European School of Management and Technology)

Abstract

This chapter focuses on the evolution of the marketing concept and the components of marketing management in firms. The first part is about the way our understanding of marketing has developed over time, including market and customer orientation. The second part discusses in more depth the management of marketing activities in firms and the nature and role of market and customer orientation.

Suggested Citation

  • Wulff Plinke, 2015. "The Core Concept of Marketing Management," Springer Texts in Business and Economics, in: Michael Kleinaltenkamp & Wulff Plinke & Ian Wilkinson & Ingmar Geiger (ed.), Fundamentals of Business-to-Business Marketing, edition 127, chapter 2, pages 77-127, Springer.
    • Handle: RePEc:spr:sptchp:978-3-319-12463-6_2
    DOI: 10.1007/978-3-319-12463-6_2
    as

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