Lesson 8: MARKETING
Creative Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Kotler and Armstrong also defined marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. In this case, marketing can be considered as “an organizational effort to create and retain profitable customers through positive relationship building between the organization and its internal as well as external customers in a socially responsible manner“. In order to create and retain profitable customers, the marketing concept has become the way of thinking with the customer located at the center of the business.