1. Marketing
The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
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2. Managing Customer Relationships
Relationship marketing: Establishing long-term mutually satisfying buyer-seller relationship
Customer relationship management (CRM): Using information about customers to create marketing strategies that develop and sustain desirable customer relationships
Customer lifetime value: a combination of purchase frequency, average value of purchases, and brand-switching patterns over the entire span of a customer’s relationship with a company
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3. Major Marketing Functions
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