This book provides a new framework for the fundamental principles in marketing management. The guiding principle is that marketing management entails holistic management of the factors that companies employ to help form the customer preferences, and that these factors are interrelated and interdependent. This perspective constitutes a sharp departure from marketing-mix as an organizing framework for marketing management - the fundamental principle in most contemporary marketing management textbooks. The holistic framework presented explicitly acknowledges that customer relationships and brands create value beyond the value of the products, and that these values are created across a portfolio of products. The book is primarily written for students of marketing. It will also prove useful for executive marketing managers, however, by virtue of its provision of a holistic framework for marketing management.
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