The Important Marketing Management

using email, blogs, podcasts, and Other digital media to do so. Corporate

messages become a smaller part of the total "conversation"About products

and services.In response, companies have moved from managing product

portfolios to managing customers Portfolio, compile a database on individual

customers so they can understand it better and build on Individual offers and

messages.

They do less product and service standardization and more Niche and

customization. They replace monologues with customer dialogue. They're

improving Their method for measuring customer profitability and customer

lifetime value. They intend to measure Return on their marketing investment

and its impact on shareholder value. They are also concerned With the ethical