Marketing, CLOE, year II

I. Marketing diversity. Strategies an approaches

Diversity marketing is a marketing practice that involves recognizing different

subgroups in your target audiences and being informed about different cultural
and societal changes in your community and customers.
Diversity marketing sets the goals and intentions for the rest of your marketing
campaigns. It can be reflected both internally within your organization and
externally in your messaging and advertisements. It impacts how you define
your brand, your voice, and your story.
Different categories for diversity that you should take into consideration include:
• Age
• Gender
• Disability
• Appearance
• Religion
• Ethnicity
• Personal identity
• Sexual orientation
• Language
• Education
• Socioeconomic status
• Geographic location

Today there are many channels to reach your audience, including digital channels
like email marketing, influencer marketing, and affiliate marketing. Traditional
marketing means such as print and television advertising, direct mail, and
telemarketing are also still used.

Diversity marketing is more of an umbrella term that refers to the intent and
motivation of a message instead of the means of delivery.
While companies and their marketing strategies should embrace diversity for reasons
other than ROI, organizations with a diverse staff generate more innovative ideas,
genuine customer involvement, and more significant financial gains. As a result, a firm
may make stronger ties with their customers and create a palpable brand feeling.

How to develop an empathetic yet diversity inclusive marketing strategy

1. Recognize that diversity marketing is an ongoing process.
2. Put in the work of understanding inclusivity.
3. Listen to your customers.
4. Have a diverse marketing team.
5. Prioritize data.

II. Social marketing – general understanding

The societal marketing concept is defined as a philosophy that calls for marketing
strategies to preserve or enhance individual and societal welfare. The Societal
Marketing Concept is based on the Triple Bottom Line approach which takes into
account the social and environmental impact of business activities in addition to
financial profitability. The Societal Marketing concept is one of the 5 Concepts of
Marketing.

Philip Kotler first proposed the Societal Marketing Concept in the early 1970s. It is
based on the belief that companies should be socially responsible and focus on
meeting the needs of both consumers and society at large. In the words of Philip
Kotler-

The societal marketing concept believes that the organization’s task is to define
the needs, wants, and interests of target markets and to achieve the coveted
satisfactions more efficiently and effectively than contenders in a way that protects
or enhances the well-being.
III. Social marketing and relationship with other spcietal challenges

Societal Marketing and Social Marketing

Societal marketing should not be confused with social marketing. The societal
marketing concept was a forerunner of sustainable marketing in integrating issues
of social responsibility into commercial marketing strategies. In contrast to that,
social marketing uses commercial marketing theories, tools and techniques to
social issues. Social marketing applies a “customer orientated” approach and uses
the concepts and tools used by commercial marketers in pursuit of social goals
like Anti-Smoking-Campaigns or fund raising for NGOs.

Differences:

The objective of social marketing may not necessarily be profit oriented, but a
preemptive network against unnecessary and preventable morbidity, which affects
the individual and society adversely. It is not uncommon to see social marketing
efforts been central government and donor funded. Societal marketing aims at long
term profitability.

Societal marketing may simply refer to the practice where a company attempts to
be socially responsive and responsible in the provision of good and services that
best suit the needs of its clientele. A poorly constructed building that collapses on
the inhabitants, a fake drug that has little or no active ingredient etc are not capable
of b The elements of social marketing

People may mistakenly assume social marketing by viewing it as using commercial

techniques to ameliorating social problems. This is far away from what social
marketing really is because of over-simplification. Social marketing must involve
the elements of: Influencing customers’ behaviours (customer orientation)

Social marketer put focus on customers as campaign requires their active

participation to get successeing credited with societal marketing credentials.
IV. Tranzactional marketing

Relationship marketing is a long-term strategy with the focus on building close

relationships with your customers.

Not only it is more cost-effective to market to existing customers (it’s 6-7 times
cheaper!), but long-term customers are less likely to churn and, the longer you
have a relationship with a customer, the more profitable they become.

And yet, most businesses are still focused on transactional marketing, which is
less about building long-term relationships and more about increasing individual
sales.

Because transactional marketing puts the sale and not a relationship with the
customer first, it can often lead to a poor customer experience as companies
move on from one customer to the next, instead of investing more efforts into
a customer’s success.

The table below illustrates the difference between the two marketing strategies.

Put simply – transactional marketing is short-term thinking, while relationship

marketing is long-term thinking.

Relationship marketing sounds like an obvious strategy, and yet our own
research found that very few businesses are investing in their customer
relationships.
Transactional marketing is a business strategy that focuses on single, "point of
sale" transactions. The emphasis is on maximizing the efficiency and volume of
individual sales rather than developing a relationship with the buyer.

The transactional approach is based on the four traditional elements of marketing,

sometimes referred to as the four P's:

• Product -- Creating a product that meets consumer needs.

• Pricing -- Establishing a product price that will be profitable while still

attractive to consumers.

• Placement -- Establishing an efficient distribution chain for the product.

• Promotion -- Creating a visible profile for the product that makes it

appealing to customers.

An alternative to the transactional model, relationship marketing,

emphasizes customer retention and future interaction with the company. There are
advantages and disadvantages to both approaches. According to customer
relationship management (CRM) expert Michael Lowenstein, because
transactional marketing does not value customer retention, it can lead to "passive,
reactive and short-term customer relationships." However, traditional elements of
marketing such as those listed above will always be crucial to success.

The main disadvantage of the relationship-based model is its relative expense.

However, fostering ongoing interaction with buyers through customer relationship
management (CRM) strategies typically improves return on investment (ROI) in
the long run. Most organizations include components of both approaches in their
strategy.

Marketing management is directly responsible for finding areas where the

company’s products and services fail to fulfill consumer needs and expectations
and initiating vigorously marketing.
Marketing management is directly responsible for finding areas where the
company’s products and services fail to fulfill consumer needs and expectations
and initiating vigorously marketing programs to provide desired satisfactions
explicitly demanded by consumerism.

5. Customer Relationship Marketing

Unlike traditional marketing such as fliers, radio, and newspaper print ads that
focus solely on immediate sales, CRM relies on less transactional methods to
build relationships over time.

CRM typically involves four main stages:

Customer acquisition
Customer retention
Customer expansion
Customer reactivation
Businesses that want to build their CRM efforts also need to be proactive in
communicating with their customers and resolving any issues that may arise as
they work to attract, convert, close, and delight customers over and over again.

By taking these appropriate steps, businesses can build strong relationships with
their customers and create lifelong fans of their products or services for years to
come, boosting revenue and ROI.

Let’s take a closer look at the four relationship marketing stages of effective CRM.

The Four Stages of CRM

Customer Acquisition
According to Hubspot, customer acquisition is, “the process of attracting new
customers, onboarding them, and converting them to your business.”2 Customer
acquisition is important because it gives your business a way to grow, make
money, and also prove your business is worthy of investing in by outside parties
like investors, influencers and partners.

In 2022, with the rise of more interactive digital technologies that allow for data
tracking and AI marketing on an individual customer basis, there are several key
steps you can take as a marketer to boost customer relationships and garner
better business outcomes via acquisition methods. These steps include:

Building a strong brand identity

Delivering excellent customer experiences
Educating your customers
Delivering special rewards/perks
Gathering useful feedback (via data, customer-generated content, reviews, etc.)
Leveraging storytelling as marketing3
The main purpose of customer acquisition is to drive action by effectively
encouraging customers through the awareness, consideration, and decision
stages of the customer decision journey that changes strangers into brand
advocates.

Once a customer is acquired, your team will want to have that customer follow a
series of steps that help them learn about your brand, interact with your brand,
and eventually patronize your brand over and over again for increased lifetime
value.
As an added bonus, customers that are happy with your business can help you
acquire even more customers by providing very valuable word-of-mouth
marketing (WOM), which is valuable, cost-free marketing for your brand.4 When
happy customers talk about your brand in positive ways during their daily
interactions with the people they know, they can help persuade them to become
loyal customers as well.

Customer Retention
Acquiring new customers can be expensive. It’s estimated that the cost to acquire
new customers is five to seven times higher than it is to retain current customers.5
Therefore, it can save your business considerable expense if you build strong
customer relationships that lead to repeat customer transactions.

To be successful, every business should understand its own customer retention

rates and how to improve them in order to build bigger profits in the long run.

Customer retention is important to drive the overall success of your business

because:

Attaining new customers often costs more than retaining current customers
Loyal customers tend to be valuable repeat customers
You can cross-sell and upsell to existing customers
Retained customers can refer new customers to your business6
In modern marketing, Customer Retention Rate (CRR) is often a key performance
indicator (KPI) in the industry because it demonstrates a “company’s ability to
retain existing customers is fundamental to both its short-term and long-term
success.”6

The good news is, CRR is measurable and how to calculate it properly—and
leverage it fully—can be learned in a reputable master’s of marketing program.

Typically, CRR is measured on a weekly, quarterly, monthly, and/or annual basis

but can be calculated whenever you want to gauge how your business is doing in
this particular area.

The steps to calculate CRR are as follows:

Identify the time frame you want to study

Collect the number of existing customers at the start of the time period (S)
Find the number of total customers at the end of the time period (E)
Determine the number of new customers added within the time period (N)
Altogether, the complete CRR formula looks like this: CRR = ((E-N)/S) x 100.7

The goal of customer retention isn't just to have people engage with your business
or brand once. Instead, it’s to create relationships you keep and can continue to
capitalize on, over and over. Reflecting this, your CRR rate should be as high as
possible. Healthy businesses tend to aim for a CRR that exceeds 85%.6

The lower your churn rate, the better. Churn rate is described by Merriam-Webster
as “a regular, quantifiable process or rate of change that occurs in a business over
a period of time as existing customers are lost and new customers are added.”
Low churn leads to higher per-customer profits over time.

Customer Expansion
Customer expansion is the process of generating maximum value for your existing
customers. This results in them spending more on your products and services as
time goes on. Great customer expansion efforts are cost-effective, result in
revenue boosts for your company, and are beneficial for both company and
customer.9

Popular methods to increasing customer expansion include:

Upselling: Gets customers to spend more by upgrading to a premium product or

service that is of a higher level. Be careful not to upsell too soon as it may be seen
as a “cash grab” that can drive down your brand's reputation in the eyes of
customers.
Cross-selling: Selling customers a related product or service
Add-ons: Customers buy enhancements and additional functions or features for
a previous purchase. Add-ons only work if the customer has an existing base
product or service
Using the data you’ve collected from your customers and sales transactions, you
can determine what products/services to roll out for customer expansion and
when to do so in a way that will deliver maximum results for your company as it
works to achieve optimal expansion outcomes.

Customer Reactivation
Marketo, which has offered top-of-the-line automated marketing tools since 2008,
describes customer reactivation (or re-engagement) as a technique to reach out
to customers who have previously expressed interest, purchased, or otherwise
engaged with your company but have since “gone dark” or disengaged.10
Effective customer reactivation campaigns can generate:

Greater customer revenues

Stronger customer relationships
Reduce the cost of customer acquisition
Customer intelligence that can be used for a competitive advantage
Commonly-used reactivation methods that can be learned in top-rated Online
master of marketing programs in modern marketing include:

Emails
Direct mail
Social media engagement
Webcasts/webinars
Outbound telemarketing
Mobile initiatives
Display/paid media channel initiatives (though a data onboarding company and/or
DMP/DSP service
Email-display retargeting campaigns (that lead to digital display ads in web
browsers)5,10
For best results, Marketo suggests employing a short series of personalized
emails (which leverage unique customer identifiers/date within) in order to re-
engage customers, as opposed to sending only one email.

Marketo states emails with subject lines that include the exact dollar amount of a
discount offer are twice as likely to spur interest. Also effective are emails that
have a more personal tone and mention missing the customer in the subject lines.
Rolling out these emails in short intervals and before 180 days of customer
inactivity has passed is recommended.10

Don’t forget to make the reactivation process as easy and as painless for your
dormant customers as possible. Have a step-by-step process already set up
before you send out your remarketing initiatives.

Expert Tip: In order to make sure your reactivation emails are reaching the
sender—for max ROI—use an Email Change of Address (ECOA) service which
can find customers at their current, preferred email addresses.

Customer Relationship Marketing Examples

It should also be noted that CRM allows businesses to stay in close contact with
customers and up to date on their changing needs. By understanding “how
customers use a brand’s products and services and observing additional unmet
needs, brands can create new features and offerings to meet those needs, further
strengthening the relationship.”11

Here are a few relationship marketing examples you can use throughout the four
stages of CRM to capitalize repeatedly on your efforts:

Excellent customer service

High rate of customer engagement, touchpoints, and feedback (surveys, polls,
phone calls, etc.)
Loyalty programs
Customer events and community-building activities for customers
Discounts/bonuses for repeat customers
Thanking customers in visible forums (social media, email, ads, etc.)
Rewards for WOM-active customers11
Customer Relationship Technology
There are many powerful software tools your company can use to achieve better
CRM, including:

Salesforce
Nimble
Hubspot
Zoho
Pipedrive12
Brand management – IMP!!!! Buyer persona/Brand persona
What is brand management?
Brand management is a broad term used to describe marketing strategies to
maintain, improve and bring awareness to the wider value and reputation of a
brand and its products over time.

A strong brand management strategy helps to build and nurture closer

relationships with its audience. By building a loyal customer base, a brand’s
reputation and associated products will be perceived more positively, subsequently
driving higher revenue and better brand equity.
Modern-day branding often requires digital brand management, allowing you to
curate the image you want your company to present online. The brand
management definition has changed over the years, and it's important that
companies stay on top of the latest trends in marketing to continually implement
best practices.

Inevitably, today’s most iconic and recognizable brands are experts in online brand
management strategy, recognizing what marketing tactics need to be employed in
order to increase the value of the brand and maintain a good relationship with its
customers.

What is a brand manager?

A brand manager works to develop strategies that make a company stand out to
its target market among competitors. When a brand manager can successfully
market a company, they create a feeling of trust and familiarity between customers
and the brand.

A solid understanding of marketing principles is key to successful brand

management. Digital marketing, social media marketing, design, content
marketing, and market research all play a role in successful branding.

Brand managers may be responsible for:

Using software to push a company's branding strategy forward

Analyzing market data for insights to drive brand development
Developing brand guidelines
Managing brand-related budgets
Conducting market research
Rebranding, especially in cases of brand management mistakes
Typically, brand manager positions require both experience in marketing and a
higher education degree. Many professionals move into brand management after
spending time in marketing.

Successful brand managers often have a combination of hard and soft skills that
allow them to use data to make branding decisions and enthusiastically lead teams.
Writing and communication skills are imperative for brand managers. Professionals
in this role also need to be capable of understanding how to use data-driven tools
to drive strategy.

While people in this position need to be able to speak to the company's target
market effectively, they also need to be able to communicate well with others in
the company. Personnel management is vital in creating brand buy-in from
marketing teams. Finally, brand managers need to be adaptable. Marketing
practices are ever-changing, and one of the most important brand manager skills is
being able to move with the flow of successful branding trends. Being able to walk
the line between following brand marketing best practices and staying true to the
brand is key to success as a brand manager.

What are brand management strategies?

Before the always-on, hyper-connected world of the digital age, branding was a
little easier to control. Today's brand management is ever-evolving. While this can
create challenges for those in the branding space, there's good news—branding
strategy in the digital age is highly measurable. From measuring ad campaign
success to hearing immediate feedback from your target audience, it's easier than
ever to know whether what you're doing is working.
Yet, with a growing number of digital channels and technologies to stamp your
brand presence on and reach today’s content-hungry consumers, it’s critical that
your brand identity is unique, relevant to the times, and brand-consistent across all
the various customer touchpoints—both online and offline.

Here are some key points to consider when thinking about an effective brand
management strategy in your own organization:

Define your brand identity

There are several strategic brand elements that must be documented, centralized,
and communicated to all stakeholders involved in brand management. This
typically includes:

Mission statement: A high-quality mission statement provides a driving force for

brand consistency. Marketing and advertising departments need to be able to refer
back to a simple guiding force. A cohesive mission statement can help a company
develop effective branding.
Visual elements: Think about the logo for Coca-Cola, Google, or Netflix. Almost
instantly, these logos, including their typefaces, colors, and styles, come to mind.
When you see branded content from these companies, it's easy to recognize.
Creating a consistent look and feel of your visual elements, such as in your logo,
fonts, colors, and typeface, can help your marketing teams and other consumer-
facing teams put out content, packaging, and advertising that works.
Tone of voice and personality: Your brand’s tone of voice should align with its
personality. For example, is your brand’s personality playful and quirky? If so, your
branding materials might use language and imagery that’s witty, humorous, and
creative. Or, if your brand’s personality is elegant, language and imagery might be
sophisticated and refined.
Target audience: Your target audience is who you’re selling to, and keeping your
customers in mind is essential in brand management, as it helps you differentiate
your brand from other competitors in the market, stay relevant to your audience,
and communicate effectively why your brand resonates with them.
Some parts of branding guidelines, such as a brand's personality, are more
challenging to define than others. Providing marketing teams with examples of on-
brand and off-brand copy and imaging can be a smart way to help them understand
what you're looking for to support your new branding image.

Digital brand guidelines and and digital and video templates—such as those
available within Bynder's content creation module, Studio—are also an effective
way to ensure everyone knows how to use brand assets, and communicate your
brand consistently. If your company is going through a branding overhaul, it's
important that you hold trainings to ensure that your team is on the same page.
You'll also need to have a watchful eye during the first few months of a new
branding rollout. Old habits die hard, and many employees will need gentle
reminders to make the switch from old branding to new.
A brand promise reveals what consumers can expect from a brand across all
touchpoints. It serves as a company's foundational value and informs every aspect
of the company, from its messaging to its customer service.

Your brand promise should be central to your company, something that remains
constant as it grows and evolves.

Not every brand promise is explicit. It's often more of an internal mantra that's
shared with employees, investors, and partners. But when you’ve built a strong
brand identity and clear messaging, your brand promise can be assumed by your
target audience.
An effective brand promise can offer clues about your business like:

Level of professional experience

Knowledge of complex issues
The character of your employees
This statement can also show your commitment to solving a specific problem for
your customers.

Your brand promise should be memorable.

It's not enough to just grab attention with your brand promise. Instead, you want
people to remember your promise and connect it to your brand and products long-
term.

Memorable brand promises evoke emotion, draw attention, and offer an audience
something new. To create strong emotions, think about the emotions that come
up when your customers solve a problem with your product or service. Then
analyze the strength of these emotions. You can also look at how different
situations might evoke different emotions.
6. Holistic Marketing

Holistic marketing is a marketing strategy that connects all the different marketing
channels and departments of a company. It emphasizes a unified and consistent
approach to marketing, which can improve customer relationships and increase
efficiency. If you want to streamline your marketing process and make your
company more efficient, then holistic marketing might be the right approach for
you. In this article, we discuss what holistic marketing is, including its principles and
benefits, and an example of holistic marketing.

Holistic marketing is a marketing strategy that focuses on the whole business as

one entity. In a holistic marketing strategy, all the company's departments and all
the different components of the marketing strategy work together to accomplish
shared goals and support the company's purpose.

Other key elements of holistic marketing include:

Alignment: Alignment refers to ensuring your company's message aligns with your
target market.
Integration: Integration means that your business develops a cohesive message
across all marketing channels to give customers a consistent experience.
When crafting a holistic marketing strategy, it's important to consider your
employees, customers and other stakeholders, as they can each inform your
strategy.

Related: How To Plan a Marketing Strategy

Why is holistic marketing important?

Holistic marketing is important because it blends the marketing strategy and the
overarching purpose of a business. Holistic marketing helps to create cohesion
among different departments and components of the marketing strategy,
contributing to the development of a solid brand identity.

A clear message and image can have a large impact on your customers' views of
your business, which can influence their purchasing habits and encourage them to
choose your business over competitors. Furthermore, cohesion and consistency
can help you form long-term relationships with your stakeholders, which can
enhance the overall success of your company.

Principles of holistic marketing

The five main principles of holistic marketing are:

Integrated marketing
In integrated marketing, all the business's marketing activities connect to achieve
shared goals. Integrated marketing emphasizes creating consistent imaging and
messaging across all channels, including advertising, PR and social media.
Additionally, integrated marketing involves creating cohesion among the
promotion, communication and pricing strategies. Integrated marketing can help
you develop a brand identity, and it can help the customer have a smooth and
consistent experience with the business.

Read more: All You Need To Know About Integrated Marketing

Internal marketing
Internal marketing focuses on the business's employees, including employee
satisfaction. Employee satisfaction is important because it influences work quality
and company success. Internal marketing focuses on creating consistent messaging
for employees. For example, internal marketing may include thorough employee
training to help team members feel confident in their abilities to perform their jobs.
Additionally, internal marketing can include managing collaboration between
departments to achieve the primary marketing goals.

Relationship marketing
Relationship marketing aims to form long-term relationships with business
customers. In relationship marketing, it's important that you know your customer
well, including their likes, dislikes and needs, to establish a solid relationship. These
relationships can lead to increased company loyalty and increased sales.

Read more: How To Conduct a Relationship Marketing Campaign

Socially responsible marketing
Socially responsible marketing focuses on the well-being of society. It's a way to
show that your company cares about and is taking action on issues affecting your
community. Socially responsible marketing includes:

Adhering to ethical standards

Forming relationships with the community
Attracting customers who want to making a difference through their purchases
Socially responsible marketing is key to creating positive relationships with
customers and the surrounding community.

Performance marketing
Another component of holistic marketing is performance marketing, which
emphasizes the value created by marketing activities. It involves an online
marketing structure in which companies only pay based on the success of their ad
or campaign. For example, a company may pay a website a different fee depending
on the number of clicks their ad receives. Performance marketing includes
analyzing the performance of the marketing activities to ensure they are effective
and profitable.

Holistic marketing structure

You can separate the holistic marketing structure into three main stages:

Analysis
In this stage, your business analyzes its target audience to learn more about your
customers. Areas of interest during the analysis stage can include:
Age
Likes and dislikes
Income
Marital status
Hobbies and interests
Profession
During this stage, you can also think about your company's values and resources to
ensure your goals align with the brand's desired image.

Strategy creation
The second stage of the holistic marketing structure is strategy creation. In this
stage, you can use the information you gathered from your analysis to develop a
holistic marketing strategy that engages and provides value to your customers
through themes, offerings and messages that are relevant to them.

Delivery
Finally, the delivery stage focuses on delivering value to customers through your
marketing efforts. For example, this may represent the launch of a series of
television commercials. During this stage, it's important to continue to build
relationships with your customers and employees and manage your internal and
external resources.

Benefits of holistic marketing

Here are some of the benefits of holistic marketing:

Creates a consistent experience

Holistic marketing can help your business create a consistent and seamless
experience for your customers and clients. When people have positive experiences
with your company, they can become loyal, long-term customers.

Builds your brand

Holistic marketing can help your business build its brand by reinforcing your brand
message and image. Having a brand identity is important because it influences how
your customers view your business, how they relate to your message and how
often they purchase your products or services.

Read more: What Is Brand Identity and How to Build Your Brand

Increases efficiency
Holistic marketing can increase your business's efficiency by reducing waste and
repetition. This can help you save time and money. Because holistic marketing
promotes collaboration and shared goals, it can become easier for your team to
identify risks and opportunities.

Related: Business Efficiency: What It Is and How To Improve It

Are you looking for a job now?

Example of holistic marketing
Here is a real-word example of a health food store applying the principles of holistic
marketing:

Example
A health food company decides to market the concept of a healthy lifestyle. To
implement a holistic marketing approach, the company aligns all of its marketing
strategies to focus on this single concept. The company also tailors its brand image
to the idea of health, choosing colors, fonts and images that bring a healthy lifestyle
to mind. The company portrays this image in all emails, social media posts and
other channels.

During the delivery phase of its holistic marketing campaign, the company
maintains strong relationships with customers through healthy living social media
groups, health-related events and other marketing strategies. Overall, every
marketing activity and department has the primary purpose of promoting a healthy
lifestyle to employees and customers.

&. Classical versus modern marketing

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AEELEDOggIABCxAxCDAToLCAAQgAQQsQMQgwE6BAgAEAM6BAgAEB46CAgAEAgQHhATOgYIABAIEB5Q7gdYvTpg0
DxoAXAAeACAAWWIAfwUkgEEMzQuMZgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=oE5CZeK4Kq797_
UPq5G3oA0&bih=923&biw=1920&hl=ro#imgrc=W2Ga5VjpVzjPVM

https://www.google.com/search?q=classical+versus+modern+marketing&tbm=isch&ved=2ahUKEwjiiI6i8KKCAxWu
_rsIHavIDdQQ2-
cCegQIABAA&oq=classical+versus+modern+marketing&gs_lcp=CgNpbWcQAzoHCAAQExCABDoFCAAQgAQ6CAgAEI
AEELEDOggIABCxAxCDAToLCAAQgAQQsQMQgwE6BAgAEAM6BAgAEB46CAgAEAgQHhATOgYIABAIEB5Q7gdYvTpg0
DxoAXAAeACAAWWIAfwUkgEEMzQuMZgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=oE5CZeK4Kq797_
UPq5G3oA0&bih=923&biw=1920&hl=ro#imgrc=W2Ga5VjpVzjPVM&imgdii=4pXCAErhGaZy0M
https://www.google.com/search?q=classical+versus+modern+marketing&tbm=isch&ved=2ahUKEwjiiI6i8KKCAxWu
_rsIHavIDdQQ2-
cCegQIABAA&oq=classical+versus+modern+marketing&gs_lcp=CgNpbWcQAzoHCAAQExCABDoFCAAQgAQ6CAgAEI
AEELEDOggIABCxAxCDAToLCAAQgAQQsQMQgwE6BAgAEAM6BAgAEB46CAgAEAgQHhATOgYIABAIEB5Q7gdYvTpg0
DxoAXAAeACAAWWIAfwUkgEEMzQuMZgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=oE5CZeK4Kq797_
UPq5G3oA0&bih=923&biw=1920&hl=ro#imgrc=eFwpwhVAE1dWiM&imgdii=FLVOt-DAthAN0M

https://www.iedunote.com/marketing-management

https://www.bynder.com/en/glossary/brand-management-definition/

https://blog.hubspot.com/marketing/brand-promise