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The Chartered Institute of Marketing in the UK defines marketing as: “The management process responsible for identifying, anticipating and satisfying customer requirements profitably” 1 This note describes the marketing process
Learning objectives
Marketing process as characterized by four iterative stages: market analysis, design of the marketing strategy, synergistic alignment of the marketing mix, and marketing planning to guide tactical implementation and control.
Details
| Publication Date: | October 2020 |
| LBS Case Code: | BCN-001-20 |
| Topic: | Marketing |
| Subjects: | Business strategy |
| Industry: | Consumer |
| Geography: | International |
| Pages: | 20 |
| Format: |
