Chapter1-slide1Copyright2009PearsonEducation,Inc.PublishingasPrenticeHallChapterOneMarketing:Creating and Capturing Customer ValueChapter1-slide2Copyright2010PearsonEducation,Inc.CreatingandCapturingCustomerValueWhat Is Marketing?Understand the Marketplace and Customer NeedsDesigning a Customer-Driven Marketing StrategyPreparing an Integrated Marketing Plan and ProgramBuilding Customer RelationshipsCapturing Value from CustomersThe Changing Marketing LandscapeTopic OutlineChapter1-slide3Copyrigh
