Overview

This textbook provides readers with insights into how managers can better understand and engage with customers amid a multiplicity of marketing strategies. Beginning with a foundational analysis of historical marketing strategy theories, the text presents the evolution from a manager-dominated dynamic to a customer-empowered dynamic, finally settling into a landscape where both parties cooperate as equals.

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Roberto Bello is a senior lecturer-professor in the Department of Marketing at University of Georgia. He holds an M.S. in marketing from the University of Lethbridge, where he also served as Professor of Practice Marketing. Bello's research focuses on AI in higher education and data-driven decision-making.

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