About this document
Marketing Management Overview by Anthonette Tan is a document available to read on EtoBox.
This document provides an overview of key marketing concepts and terms. It defines marketing as identifying and meeting societal needs through exchange offerings that create value. The marketing mix and 4Ps framework are introduced for developing offerings. Market segmentation, consumer needs, and competitive factors are also discussed as important considerations in marketing management and strategy.
- Author
- Anthonette Tan
- Language
- EN