February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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The key collection of tactical tools used by marketers is the Marketing Mix. The notion of the mix was first mooted by Borden in the 1940s. Marketers have significant control over the mix and elements therein. Increasingly, however, concerns have been raised suggesting that the tools lack customer-centricity. Hence we will use the customer-centric variants (with traditional predecessors in brackets) as follows:
- Communications (Promotion).
- Convenience (Place).
- Customer benefits (Product).
- Cost (Price).
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