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Johnson distinguished professor of marketing at the j. Kotler 6 describes customer relationship management, namely managing detailed information about. Contents introduction to marketinganalyzing the marketing environmentmanaging marketing information and customer insightsanalyzing consumer markets and consumer buying behavioranalyzing business markets and business buyer behaviorsegmenting marketsunderstanding competitorsselecting market segment. Marketing has strong influences on the management of a firm, internal, interfirm relationships, and the supply chain. Thus we see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. We see marketing management as the art and science of choosing target markets. Marketing management by philip kotler, first edition abebooks.
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