February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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The key framework for tactical marketing is the marketing mix (product, price, place, promotion). First conceived in the 1940s by Borden, it was aimed at helping goods manufacturers. It can be argued that too much research relates to the traditional production view of firms rather than services. This manufacturing focus is looking increasingly outdated, as the United Kingdom is continuing its transition from a manufacturing economy to one based mainly on services.
One of the major world trends in recent years has been the dramatic growth of services. Services are now the major driver of many economies. This is due to rising affluence, more leisure time and the growing complexity of products that require servicing. ...
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