i t ’s good and good for you Chapter Marketing: Creating and Capturing Customer Value Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall 11- 11 Creating and Capturing Customer Value In this chapter you will learn: What is Marketing? Understand the marketplace and customer needs, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape.
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