Chapter 1: What Is Marketing?

Learning Objectives

  • Define marketing
  • Identify evidence of marketing in everyday life
  • Demonstrate a clear understanding of the marketing concept
  • Describe the role of marketing in building and managing customer relationships
  • Describe how different types of organizations, such as non-profits, consumer product (B2C) firms and business-to-business (B2B) organizations, use marketing
  • Explain how marketing creates value for the consumer, the company, and society

 

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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.