Principles of Marketing, 17/e

Part 4: Extending Marketing (Chapters 18–20)

18 Creating Competitive Advantage

Chapter Preview

In previous chapters, you explored the basics of marketing. You learned thatthe aim of marketing is to engage customers and to create value for them in order to capture value from them in return. Good marketing companies win, keep, and grow customers by understanding customer needs, designing customer-driven marketing strategies, constructing value-delivering marketing programs, engaging customers, and building customer and marketing partner relationships. In the final three chapters, we’llextend this concept to three special areas: creating competitive advantage, global marketing, and social and environmental marketing sustainability.

To start, let’s ...