ABSTRACT
This chapter aims to evaluate marketing issues within various environments, utilizing a wide variety of marketing techniques, concepts and models. Marketing has to be firmly rooted in theory and practice. Strategic marketing in practice builds on the knowledge and skills and looks for an overall competence in marketing that encompasses all the various subject areas covered in the lower qualification levels. Marketing is a set of activities concerned with creating value for shareholders and other stakeholders by creating and capturing exceptional value for customers. Organizations expect professional marketers to develop an increasing sense of ownership for the whole customer experience; this requires them to be more aware of the operational business agenda. Shareholders measure the value that the business has created for them as the sum of dividends paid and increase in share price. Marketing has to take charge of investment in marketing assets and the activities that create value.
