1. Foundations
In what context is the marketing management function evolving? What does it do? What is it all about? To what mindset does it refer? How can it be organized?
These are the fundamental questions that this section seeks to answer, by presenting in turn the context of marketing management, its usefulness, its main definitions, its specific approach, and its organizational possibilities.
1.1 Context
In the current context of globalization of business activities (and even globalization of the companies themselves!), faced with the saturation of many markets and the corresponding acceleration in the transmission of goods and information, the company's ability to deliver special value to its customers is becoming increasingly problematic....
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Foundations
Marketing management methodology
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