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Marketing Management notes (14th edition)

Philip Kotler, Kevin Lane Keller - ISBN: 9780273753360

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Customer Relationship Management (CRM)
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Customer relationship management (CRM) is the combination of practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle (Chai, Ehrnes & Kiwak; 2020). Goals of CRM: - The basic needs of CRM are • To provide customer service relationships • To assist and increase in customer retention & loyalty • To increase the company’s sales growth. • To evaluate the customer’s profitability Benefits of ...

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Invention vs Innovation:- The invention creates something NEW; Innovation creates something that SELLS (Mathew Herbert, 2016). 1. The invention is a fresh idea and how it works in theory, however innovation is practical implementation. 2. The invention re
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Product Process Manager: - A responsible leader whose role is strategic and much like CEO for the product, who set and owns overall production process, direction and stays until the product may be removed from the market who is also responsible for the profit & loss function of the product. Roles of Product Process Manager: - • To understand the user need, configure them to feasible design • Identifying problems and opportunities • Creating a roadmap Project Manager: - A conceiver w...

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TEST BANK FOR MARKETING MANAGEMENT, 15TH EDITION. PHILIP KOTLER.
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TEST BANK FOR MARKETING MANAGEMENT, 15TH EDITION. PHILIP KOTLER.TEST BANK FOR MARKETING MANAGEMENT, 15TH EDITION. PHILIP KOTLER.TEST BANK FOR MARKETING MANAGEMENT, 15TH EDITION. PHILIP KOTLER.TEST BANK FOR MARKETING MANAGEMENT, 15TH EDITION. PHILIP KOTLER.

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TEST BANK FOR MARKETING MANAGEMENT 15TH EDITION BY KOTLER AND KELLER.pdf
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TEST BANK FOR MARKETING MANAGEMENT 15TH EDITION BY KOTLER AND KELLER.pdf
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TEST BANK FOR MARKETING MANAGEMENT 15TH EDITION BY KOTLER AND KELLER.pdf
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