Selecting which customers to serve (segmentation and targeting) and how to serve them (positioning and differentiation) [1, 6]. Constructing the Program:
Kotler structures the discipline around a rigorous five-step framework: Understanding the Marketplace: Researching customer needs, wants, and demands [2, 5]. Designing a Strategy: Principios De Marketing Kotler 17 Edicion Pdf
, integrating social media, mobile technology, and real-time data analytics into the traditional marketing mix [1, 4]. This digital integration allows companies to personalize the "customer journey" at every touchpoint, transforming passive consumers into active brand advocates [2, 5]. The Five-Step Marketing Process and demands [2