Customer-Oriented Marketing Strategy

Introduction

Today the term “marketing efforts” is substantially different from that used in the past. Marketing is more sophisticated than in the past. Intensity of competition, rapid globalization, changing information technology, and changing consumer profile (socio-demographic) have a strong effect on marketing. According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (Approved October 2007.)

British Institute of Marketing (BIM) on the other hand gives the ­following definition:

“Marketing is the management process for identifying, anticipating and ...