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The four Ps and the four Cs
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Global brands
- Steps abroad
- Think global, act local
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Customer satisfaction
- The customer
- Customer delight
- Customer dissatisfaction
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Knowing your customers
- Data and databases
- Data mining
- Customers relationship management Segmentation
- Customer groups: demographic and behavioural segmentation
- Customer groups: lifestyle and psychographic segmentation
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Brands and branding
- Brand equity
- Brand positioning and differentiation
- Brand stretching
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MARKETING
