ترجمه آماده – مدیریت بازاریابی – دانلود ترجمه آماده

In Chapter 1, the concept of value was introduced as a core element of marketing. Value was defined from a customer’s perspective as a ratio of the bundle of benefits a customer receives from an offering compared to the costs incurred by the customer in acquiring that bundle of benefits. From the late management guru Peter Drucker’s early writings in the 1950s through to today’s American Marketing Association official definition of marketing, it is clear that marketing plays a central role in creating, communicating, delivering, and exchanging offerings that have value.