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Business
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Number of pages / Number of words: |
22 / 5903 |
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The concept of relationship marketing is still quite popular today.
Although such era distinctions derive from classic marketing texts from as early as the 1960s, some observers believe the differences are overstated because of the particular marketing fads and vocabulary of more recent times, when there has been a wish by some corporate marketers to "reinvent" how they approach their craft and demonstrate that their newer practices are a departure from the past...
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These scholars argue that while the specific tools and vehicles of marketing have evolved over time, there has in fact been greater continuity in the historical approaches to marketing (at least within the 20th century) than these era designations suggest. In particular, several scholars have concluded that cultivating enduring relationships, purportedly the newest phase in marketing, has existed as a priority at large companies since at least the 1920s...
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General points of the essay
A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
As a recently appointed marketing manager to a local company you have been asked to convince the management team of the benefits of adopting the marketing concept.
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