CUSTOMER EQUITY-BASED MARKETING

Abstract

Today marketing becomes widespread in all aspects of socio-economic life. Traditionally, the development of marketing associated with the 4P mix is contributing to the management of marketing efforts. However, with the trend of fiercer competition in the market, new concepts have been emerging out of marketing practices which provide alternative marketing models for managers. This paper examines a new model which integrates and systemizes recent marketing trends to provide a more comprehensive perspective for strategic marketing. It serves as a theoretical background for empirical testing in the next step.