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Chapter 1 Summary Warren J Keegan Global

Chapter 1 summary: Warren J. Keegan: Global Marketing Management, 7th Edition

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Title: Chapter 1 summary: Warren J. Keegan: Global Marketing Management, 7th Edition

Essay Details:

Subject: Book Reports

Author: Justin J

Date: September 28, 2012

Level: University

Grade: B

Length: 4 / 955

Essay text:

Then, the means of strategic Management for the integration of Marketing with other Management functions came up ad shifted the focus towards the strategic partnerships and the new positioning between vendors & customers with the purpose of creating value for the customer. § The 3 Principles of Marketing The essence of Marketing can be summarized in 3 Principles. 1. Marketing for creating higher customer value than the competitors by expanding or improving the product, by reducing the price or by a combination of these. 2. Offering competitive advantage in case of product, price, promotion, distribution, etc...

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