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Chương 1 Tổng quan marketing (marketing overview)

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  • Tung, Dao Duy

    (Tay Do University)

Abstract

This first chapter introduces you to the basic concepts of marketing. Simply put, marketing is engaging customers and managing profitable customer relationships. The aim of marketing is to create value for customers in order to capture value from customers in return. After that, I discuss the five steps in the marketing process—from understanding customer needs, to designing customer value–driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm.

Suggested Citation

  • Tung, Dao Duy, 2021. "Chương 1 Tổng quan marketing (marketing overview)," OSF Preprints tm8jf, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:tm8jf
    DOI: 10.31219/osf.io/tm8jf
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