Holiday
TSMC台積406 R6R7R8
Marketing strategies aim to increase both customer and firm value. Examples of customer value are customer satisfaction, customer loyalty, customer engagement, customer experience, and consumer well-being. Examples of firm value are revenues/sales, profits, customer lifetime value (CLV), and Tobin’s q. However, the business environment is complicated and dynamic. Thus, developing proper and effective marketing strategies is challenging. Also, decisions on strategies should be ba<x>sed on not only managers’ practical experiences, but empirical evidence (i.e., data analyses). The course will provide insight into the selection of proper and effective marketing strategies and how to collect empirical evidence. The scope of marketing strategies is extensive, which could not be completely covered in one course. This course will focus on the B2C (business to consumer) market, particularly in customer management and multi-channel management. Customer management aim
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