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Marketing Environment
C/M/191. New marketing trends
- WORDS:
- 1900
- DATE:
- 2005
- PRICE:
- 19.99 GBP
The paper reviews various marketing trends which recently emerged as the response to the changes of business environment. The trends of interest are internal marketing, societal marketing, database marketing, tribal marketing and relationship marketing. The special attention is given to relationship marketing as it marked the switch from short-term transactional marketing tools to long-term relationship ones. The paper analyses relationship marketing trend in different business contexts. The discussion shows that the primary objective of a firm within this paradigm is to create mutually beneficial customer-firm relationships.
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