The rapidly changing business environment has changed the face of marketing operations. The increasing consumer demand for newer experiences, information dissemination, novelty in advertisement and branding has put marketing in the realm of consumers. Marketers have to reach out to consumers in an innovative and attractive manner that differentiates their products/brands from those of their competitors in the marketplace. It calls for constant reframing, redefining of the company’s mission and deploying the appropriate marketing mix to meet the changing market demands. Innovation and distinctness of a company in its marketing efforts are the deciding factors keeping a company a step ahead of its competitors. This book is designed to provide an elucidation of the role played by marketing in gaining business excellence to outperform competitors in the marketplace. It throws light on various recent marketing practices that are used by companies to steer themselves towards success.

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