Marketing Management: A Customer-Centric Approach

by Even Johan Lanseng and Fred Selnes

This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you′ll discover how segmentation and differentiation play a crucial role in marketing management.
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• Format: Paperback
• Language: English
• ISBN: 152962424X
• ISBN13: 9781529624243
• Release Date: January 2025
• Publisher: Sage Publications Ltd
• Length: 360 Pages