The Role of the Marketing Mix and CRM in Developing Brand Equity

Abstract

This study's goal is to look into how elements of the marketing mix and CRM affect various facets of brand equity. As far as its intent goes, this study is more akin to a descriptive survey and as far as its methodology goes, it's more of an applied study. A total of 240 questionnaires were sent out to consumers in the pharmaceutical and cosmetics industries, who made up the study's statistical population. The results of this research suggest that both communication marketing and customer relationship management are crucial to growing a company's brand, and that brand awareness among consumers is a crucial dimension that helps drive brand loyalty through interactions with other factors. It's worth noting that the findings of this study can assist business and organization marketing managers in making better decisions.

Keywords: Advertising, Marketing, Communication, Consumer