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Abstract
This note tries to introduce marketing from the perspective of creating value for customers in a market driven manner. Examples from the local Nigerian setting help to drive home the message in a way that makes it easy for people who have never come in contact with the idea of market driven marketing, to understand. The note explores different definitions of marketing and then seeks to demonstrate how marketing creates value for customers. The concepts of internal and external customers are also explored.
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Abstract
This note tries to introduce marketing from the perspective of creating value for customers in a market driven manner. Examples from the local Nigerian setting help to drive home the message in a way that makes it easy for people who have never come in contact with the idea of market driven marketing, to understand. The note explores different definitions of marketing and then seeks to demonstrate how marketing creates value for customers. The concepts of internal and external customers are also explored.