Friday, December 12, 2008
The company's microenvironment
Markenting management's job is to build relationships with customers by creating customer value and satisfaction. However, marketing managers cannot do this alone. Marketing success will require building relationships with other company departments, suppliers, marketing intermediaries, customers, competitors, and various publics, which combine to make up the company's value delivery network. "(Kotler, Marketing an introduction, Ch.3, Pg.65)
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