Marketing notes (1st edition)

This document includes the lecture noted of the course Foundations of Marketing.

The document contains a summary of the lecture notes for the course Marketing Management from the minor Business Administration.

Chapter 1: Introduction to Marketing Content Covered: - The scope and challenge of marketing - The marketing process - The customer-driven marketing strategy - The marketing environment - The company’s marketing mix - The company’s customer value proposition

Chapter 4: Connecting with Customers Content Covered: - Developing effective customer relationships - Designing customer-driven marketing programs - Crafting customer-driven marketing strategies

Chapter 5: Creating and Capturing Customer Value Content Covered: - Understanding customer value - Developing products - Crafting services - Building customer value - Capturing customer value

The document contains a summary of the lecture notes for the course Marketing Management from the minor Business Administration.

This document includes the lecture noted of the course Foundations of Marketing.

Chapter 1: Introduction to Marketing Content Covered: - The scope and challenge of marketing - The marketing process - The customer-driven marketing strategy - The marketing environment - The company’s marketing mix - The company’s customer value proposition

Chapter 5: Creating and Capturing Customer Value Content Covered: - Understanding customer value - Developing products - Crafting services - Building customer value - Capturing customer value

Chapter 4: Connecting with Customers Content Covered: - Developing effective customer relationships - Designing customer-driven marketing programs - Crafting customer-driven marketing strategies

This thesis was written for the study International Business focussing on (online) marketing. The research question that has been researched is: "What online marketing strategy should company X implement for the German market in order to increase overall sales with 25%?". To answer this research question several theories were used focussing on (online) marketing, consumer behaviour and cross culture. To examine the study, primary data was gathered in the form of an interview with a marketing e...

Summary of Marketing book: Marketing 'An Introduction' Thirteenth edition - Gary Armstrong, Philip Kotler with Marc O. Opresnik. Chapter 1,2,3,6,7,8,9,10,12,14 - International Business Studies

Het betreft een samenvatting voor het boek van het vak Marketing Management binnen de afstudeerrichting Recht en Bedrijfswetenschappen en de minor Bedrijfswetenschappen van Universiteit Leiden. Het betreft de hoofdstukken 1, 3, 5 t/m 7, 9, 10, 12 & 14