Conclusion. A personal look at the concept of consumer value : meanings, methods, and measures

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17 juin 2021

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Presses universitaires de Provence

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OpenEdition Books

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OpenEdition

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https://www.openedition.org/12554 , info:eu-repo/semantics/restrictedAccess

Mots-clés Fr Und

travail gouvernance marketing valeur percue management Economics Business BUS000000 K

Sujets proches En

Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing

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B. Holbrook Morris et al., « Conclusion. A personal look at the concept of consumer value : meanings, methods, and measures », Presses universitaires de Provence, ID : 10.4000/books.pup.32818

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Kotler on Marketing Let us begin at the beginning – namely, with a brief consideration of what we mean by the term “Marketing.” Quite convincingly, Phil Kotler (1991) has defined “Marketing” as “a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value” (p. 4, italics added). This definition emphasizes the importance of an exchange relationship that involves a transaction between two agents in wh...

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