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Relationship Marketing

Relationship Marketing

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Published by rajuarora40

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Published by: rajuarora40 on May 19, 2011
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05/19/2011

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Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Relationship Marketing:Relationship Marketing:
Spend Less Money, Get More Customers!Spend Less Money, Get More Customers!
Presented by:RuchiShilpaKavita
10-1
 
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
W
hat is Marketing?
W
hat is Marketing?
M
arketing is an organizationalfunctionand a set of processes
for creating, communicatingand delivering value tocustomers and
for managing customer relationships in ways thatbenefit the organization andits stakeholders(A
M
 A,2004)
 
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
P
hilip Kotler 
P
hilip Kotler 
"
Today's smart marketersdon't sell products; they sell
benefit packages
. They don'tsell
 purchase value
only; theysell
use value
.
"
-Philip Kotler in
Kotler on Marketing 

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