Summary

These notes cover key topics in marketing including how to create and capture customer value. The document also includes information on marketing strategy, the marketing environment, and managing marketing information. Keywords such as marketing and strategy are explored in detail.

Full Transcript

CHAPTER 1 - Marketing: Creating and Capturing Customer Value - - - 1. 2. - - - - - - - - - 1. 2. - - - - - - 1. 2. 3. 4. 5. - - - WHAT IS CUSTOMER VALUE? - - - - - - 1. 2. 3....

CHAPTER 1 - Marketing: Creating and Capturing Customer Value - - - 1. 2. - - - - - - - - - 1. 2. - - - - - - 1. 2. 3. 4. 5. - - - WHAT IS CUSTOMER VALUE? - - - - - - 1. 2. 3. 4. 5. - 1. 2. 3. - 1. - - - - - - - - - 1. 2. 3. 4. 5. CHAPTER 2 - Company and marketing strategy - - - 1. 2. 3. - 1. - - - - - - - - -. ![](media/image3.png) - - - - - - MANAGING MARKETING STRATEGY AND THE MARKETING MIX - - 1. 2. 3. 4. **CHAPTER 3** **Marketing environment 2 categories:** - - - - - 1. 2. 3. 4. 5. - - 1. 2. 3. 4. 5. 6. 7. - - - - - - - **CHAPTER 4 - Managing marketing information to gain customer insights** - - - - - - - - - - - - - - - - - - - - - - - - - 1. 2. 3. 4. - - - - - - - - - - 1. 2. 3. - - 1. 2. 3. 4.

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