Principles of Marketing, 17/e

Designing a Customer Value–Driven Marketing Strategy and Plan

Author Comment

Once a company fully ­understands its consumers and the marketplace, it must decide which customers it will serve and how it will bring them value.

Customer Value–Driven Marketing Strategy

Once it fully understands consumers and the marketplace, marketing management can design a customer value–driven marketing strategy. We define marketing management as the art and science of choosing target markets and building profitable relationships with them. The marketing manager’s aim is to engage, keep, and grow target customers by creating, delivering, and communicating superior customer value.

Marketing management

The art and science of choosing target markets and building ...