Chapter 1 - 5

Theodore Levitt (2008) once stated, the purpose of all firms is to "find and retain customers". The firm does this by creating value for the customer through a market offering that is focussed on solving consumer problems and doing this better than the competitors and their competitive offering. This is known as value co-creation and the creation of competitive advantage. Considering the millions of products and services offered globally, marketing IS everywhere and everything and firms are continually competing to achieve their competitive advantage.