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Summary of the Book
Content : Section- A : Marketing Strategy Overview of Marketing Strategy • Strategic Marketing Analysis • Segmentation, Targeting and Positioning Principles • Product and Industry Life Cycle • New Product Development and Introduction Strategies Offensive and Defensive Competitive Strategies • Competing through Superior Service and Customer Relationships • Competing Through E-Marketing • Integration of Marketing Strategies
Section-B: Relationship Marketing Paradigm Shift in Marketing • Key Concepts in Relationship Marketing • Relationship for Marketing • Customer Life Value • IT Enabled RM • Sustaining Customer Relationship
