Lecture Business (4/e): Chapter 11 - Ferrell, Hirt, Ferrell
Lecture Business (4/e): Chapter 11 - Ferrell, Hirt, Ferrell
Chapter 11 - Customer-driven marketing. This chapter include objectives: Define marketing and describe the exchange process; specify the functions of marketing; explain the marketing concept and its implications for developing marketing strategies; examine the development of a marketing strategy, including market segmentation and marketing mix;...