Focus on delivering value in a way that maintains or improves both the consumer's and society’s well-being (sustainability). 5. The Changing Marketing Landscape
Selling and advertising are only the tip of the marketing iceberg. The goal is to make selling unnecessary by understanding the customer so well that the product fits them perfectly. 2. The Five-Step Marketing Process principles of marketing by philip kotler ppt chapter 1
Kotler outlines five concepts under which organizations design their strategies: Focus on delivering value in a way that