Capítulo 313: Chapter 90

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· Integrated marketing = the marketer devises marketing activities and assembles marketing programs to create, communicate, and deliver value for consumers.

· Internal marketing = the task of hiring, training and motivating able employees who want to serve customers well. Marketing activities within the company can be as important than those directed outside the company.

· Performance marketing = understanding the financial and nonfinancial returns to business and society from marketing activities and programs. Top marketers are increasingly going beyond sales revenue to examine the marketing scorecard and interpret what is happening to market share, customer loss rate, customer satisfaction, product quality, and other measures.

Updating the four Ps

Various marketing activities can be classified into marketing-mix tools of 4 broad kinds: