Chapter 01 - Defining Marketing to the 21st Century
We are in the 21 st century where everything has changed as a result of globalization. Lot of improvements have taken place in almost every industry in order to compete with the prevailing competition and the increasing demands of the customers. As we all know, "Customer is the King", it is so much relevant to the present day context in the market. The reason is, today's marketers always try their best to deliver the best product or service to the customer which provides them with a higher value or their desired value. According to the book definition "Marketing is the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return" (Kotler et al,.2018, p29). The term " Value" has given a significant weight in this definition als...