ABSTRACT
The marketing-oriented organization is effective and offers goods and services to its customers, that have appropriate market valuation and are affordable. To be profi table, the organization needs to be effi cient and to make and market products and services in the most economic way, consistent with the required product quality and standard of service. The value chain provides the Marketer with a tool to appraise the internal effi ciency and effectiveness of the organization. Figure 1.2 shows an adapted version of Porter’s value chain.
