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Article: Marketing Challenges in the 21st Century.
- Article from:
- Economic Review
- Article date:
- June 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Economic and Industrial Publications. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Marketing grows even more complex; it is an ever-evolving discipline. It builds on past while taking advantage of new opportunities. Each new challenge demands a firm grasp of what has happened before, a clear picture of the present situation, and an understanding of the n-lost important new options at the moment. In. general, the centre of attention in marketing has to shift away from the instruments and concentrate on information. Creation of personalized customer relationships, calculating the lifetime value of customer and investing in it, and satisfying and retaining existing customers and using predictive modelling to target those customers n-most similar to ...
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