The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food,… Đọc tiếp »Customer Needs, Wants, and Demands

Figure 1.1 presents a simple, five-step model of the marketing process for creating and capturing customer value. In the first four steps, companies work to… Đọc tiếp »The Marketing Process

What is marketing? Many people think of marketing as only selling and advertising. We are bombarded every day with TV commercials, online pitches, catalogs, and… Đọc tiếp »Marketing Defined