Topic outline
- General
- What is marketing management all about ?
What is marketing management all about ?
What is Marketing Management all about ? In this lecture we discuss how increased global competition for business in has led to a need for firms to develop market offerings that are especially tailored to meet the requirements of individual countries and customers. In the sellers’ markets of yesteryear competition was less pronounced and many firms concentrated on becoming cost effective performers and with passage of time thinking changed to value chain and relationship management that created marketing management.
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