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Article | REF: AG1110 V1

Marketing management

Author: Nathalie GUIBERT

Publication date: February 10, 2009, Review date: December 14, 2018

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2. Marketing management methodology

It is outlined here in four points:

  • the underlying logic ;

  • the general approach ;

  • marketing mix: and/or customer relationship management ;

  • specificities in a business-to-business context.

2.1 Underlying logic

  • The aim of the marketing function is to satisfy customers. Marketing seeks to satisfy target customers, because the positive impression of a purchasing and/or consumption experience that results from the customer's comparison of product expectations with perceived performance, has the effect of :

    • encourage loyalty;...

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