Principles of Marketing
Eighth European Edition
Part 1
Defining marketing and the
marketing process
Chapter 1
Marketing: creating
customer value and
engagement
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Figure 1.1
The marketing process: creating and
capturing customer value
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Figure 1.2
A modern marketing system
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Figure 1.3
Selling and marketing concepts
contrasted
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Figure 1.4
Three considerations underlying the
societal marketing concept
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Figure 1.5
Customer relationship groups
Source: adapted from ‘Mismanagement of Customer Loyalty’, Harvard Business Review, p. 93 (Relnartz W. and Kumar V. 2002), Harvard Business School Publishing.
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Figure 1.6
An expanded model of the marketing
process
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