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Marketing
What is marketing?
Prof. Dr. Jan Kirenz
Prof. Dr. Jan Kirenz
Create A
customer
“Because the purpose of business is to create a
customer, the business enterprise h...
Prof. Dr. Jan Kirenz
Create & KEEP
A customer
In marketing...the object is to get and keep a
customer, and also to get exi...
Prof. Dr. Jan Kirenz
The essence of competition…
is differentiation:
providing something different and providing
it better...
Prof. Dr. Jan Kirenz
Marketing is the activity, set of institutions, and processes of
1. creating,
2. communicating,
3. de...
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What is marketing?

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In this presentation you find short and insightful marketing definitions.

Veröffentlicht in: Business
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What is marketing?

  1. 1. Marketing What is marketing? Prof. Dr. Jan Kirenz
  2. 2. Prof. Dr. Jan Kirenz Create A customer “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation“ - Peter F. Drucker - Source: Drucker, P. F. (1973). Management: Tasks, Responsibilities, Practices. New York: Harper & Row, p. 61.; Image Attribute: Peter F. Drucker Prof. Dr. Jan Kirenz
  3. 3. Prof. Dr. Jan Kirenz Create & KEEP A customer In marketing...the object is to get and keep a customer, and also to get existing buyers to prefer to do business with you rather than your competitors. - Theodore Levitt - Levitt, T. (1986). The Marketing Imagination. New, Expanded Edition. New York: Free Press; Image Attribute: Theodore Levitt Prof. Dr. Jan Kirenz
  4. 4. Prof. Dr. Jan Kirenz The essence of competition… is differentiation: providing something different and providing it better than your competitor. Source: Levitt, T. (1986). The Marketing Imagination. New, Expanded Edition. New York: Free Press, p. 5.
  5. 5. Prof. Dr. Jan Kirenz Marketing is the activity, set of institutions, and processes of 1. creating, 2. communicating, 3. delivering, and 4. exchanging offerings that have value for customers, clients, partners, and society at large Source:(American(Marke0ng(Associa0on((2013):(Marke0ng(Defini0on.(

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