8.1 The purpose of marketing
Topic
Marketing to achieve enterprise aims
Marketing from the perspective of customers
8.2 Market research
Topic
Methods of identifying potential customers
The effectiveness of methods for different enterprises
8.3 Customer retention
Topic
The reasons for retaining customers
Methods of measuring customer satisfaction and
retention
Methods of retaining existing customers
8.4 Marketing communications
Topic
Methods of marketing communication to reach
intended customers
Selecting appropriate methods for different
enterprises
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