Strategic Marketing - Role of Relationships, Information & Services

Abstract:     
The paper deals extensively with the fact that marketing is everyone's business within the organization. Any organization in any industry cannot draw out the blueprint of its success within the given uncertainty of future challenges unless and until it has a very holistic and comprehensive strategy itself.

Considering the importance of strategizing for future, the author would highlight the importance of CRM, Knowledge Management, Database, Market Research, Relationships with Value Chain Partners, Advertising and Public Relations Agency, Technology, Defection Rates, Holistic Marketing and many more such key issues that are of utmost significance for any firm to stand out in a situation of hyper competition.

The paper would focus on the recent theories given by Philip Kotler, the guru of marketing.

Keywords: strategic marketing, relationships, information, services, knowledge management, database marketing, holistic marketing

JEL Classifications: M31

Working Paper Series