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13. Relationship Marketing and CRM (Customer Relationship Management) • Kotler highlights the shift from transactional marketing to relationship marketing. Companies should invest in long-term relationships with customers by using CRM systems to personalize experiences and increase customer lifetime value 14. Marketing in the Global Economy • Kotler stresses the importance of thinking globally. Companies must be aware of global market trends and cultural differences, adapting their strategies accordingly. Globalization and localization both play a role in successful marketing 15. Marketing and Innovation • Marketing and innovation go hand in hand. To stay competitive, businesses must constantly innovate, not just in product development but also in marketing tactics and customer engagement 16. Marketing Accountability • Marketing needs to show measurable results. Kotler advocates for marketing accountability, where the effectiveness of marketing strategies is evaluated based on data and metrics like ROI (Return on Investment) 17. Customer Experience and Touchpoints • Every customer touchpoint matters in marketing. From pre-sale to post-sale, delivering a consistent, positive customer experience is key to building loyalty 18. Marketing in a Changing Environment • Kotler discusses how marketers must adapt to shifts in consumer preferences, technology, economic conditions, and competitive landscapes. Being agile and responsive to change is critical