Description
Marketing Management: A Customer-Centric Approach is an essential resource for marketing professionals and students seeking to master contemporary marketing practices. Written by Fred Selnes and Even Johan Lanseng, this book presents a refreshing perspective that places the customer at the heart of all marketing decisions and organizational strategy.
The authors explore how companies can create lasting value by truly understanding customer needs, preferences, and behaviors. Through real-world case studies, theoretical frameworks, and actionable insights, the book covers key marketing management topics including market analysis, customer segmentation, positioning, and relationship building.
Published by Sage Publications Ltd, this comprehensive text combines academic rigor with practical applicability, making it suitable for both business students and experienced marketing managers looking to refine their customer-centric approach and drive meaningful business results.
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