1. Adapting Marketing to the New Economy Strategic Marketing Perspective Prof.Prasanna Venkatesh Indian Business Academy
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6. Old Economy vs. New Economy 2- Old Economy New Economy Organize by product units Focus on profitable transactions Look primarily at financial scorecard Focus on shareholders Marketing does the marketing Build brands through advertising Focus on customer acquisition No customer satisfaction measurement Overpromise, underdeliver Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through behaviour Focus on customer retention and growth Measure customer satisfaction and retention rate Underpromise, overdeliver
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