Developing New Products and Managing the Product Life Cycle 10. Products, Services, and Brands - Building Customer Value 9. Customer-Driven Marketing Strategy - Creating Value for Target Customers 8. Business Markets and Business Buyer Behavior 7. Consumer Markets and Consumer Buyer Behavior 6. Managing Marketing Information to Gain Customer Insights 5. Company and Marketing Strategy - Partnering to Build Customer Relationships 3. Marketing - Creating and Capturing Customer Value 2. The author defends that the changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
Students may learn how to create customer value and build customer relationships.
The work is organized around a customer-value framework. This book aims to show how to create value and gain loyal customers.
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