About this document
Marketing Management Overview: Chapter 1 by JENOVIC KAYEMBE MUSELE is a document available to read on EtoBox.
This chapter discusses the concepts of marketing, exchange, and the marketing orientations that have developed over time. It defines marketing as a process of satisfying customer needs through mutually beneficial exchange relationships. It describes the gaps that exist in exchange and how intermediaries and marketing activities work to bridge these gaps. Finally, it discusses relationship marketing and the importance of developing long-term relationships with customers and stakeholders.
- Author
- JENOVIC KAYEMBE MUSELE
- Language
- EN