Hvad er Marketing

1
Center for Marketing Communication

• Hvad er Marketing?
• Marketing is an organizational function and a
  set of processes for
• creating, communicating and delivering value to
  customers and for
• managing customer relationships in ways that
  benefit the organization
• and its stakeholders
• American Marketing Association, 2004

2
Center for Marketing Communication

• Udvikling i marketing
• Fra fokus på top-linjen til fokus på
  bund-linjen (ROI)
• Fra fokus på massemarkedet via markedssegmentering
  til
• fokus på one-to-one kunderelationer (Loyalty/Ret
  ention)
• Fra transaktionsorienteret til kunde relationship
  building
• orienteret (Permission)
• Direct Marketing!

3
Center for Marketing Communication

• CBS byder
• Den Danske Direct Marketing Pris 2006
• hjerteligt
• velkommen

4
(No Transcript)