Evolving Strategies in Marketing

IJMMR                 Volume 1, Issue 1 (December, 2010)             ISSN 2229‐6883

EVOLVING STRATEGIES OF MARKETING — AN ANALYSIS

OF A FEW PRACTICES

*Dr. Raj Kumar, Director & Sr. Professor, Maharaja Agrasen Institute of Management and Technology, Jagadhri, Distt. Yamuna Nagar, Haryana, E-mail: dr_r_kumar@yahoo.com **Dr. Surender Kumar Gupta, Associate Professor, Maharaja Agrasen Institute of Management and Technology Jagadhri Distt. Yamuna Nagar, Haryana, emailsurendergupta1978@gmail.com ***Dr Veeran Kochar, Assistant Professor, Maharaja Agrasen Institute of Management and Technology Jagadhri Distt. Yamuna Nagar, Haryana, emailveera_happy@rediffmail.com Abstract The traditional marketing with its marketing mix have for long been the dominating marketing strategy, where focus have been on placing the product at the best place with the best possible price. But today for business companies to be successful in terms of reasonable profit rate with multiplying sales and consistently rising market share, it is essential for these businesses to evolve the most appropriate marketing strategy for creating new customers and their retention. Customer creation and customer retention are infact two main strategic objectives of the marketing strategies of a modern business firm. Keeping in view the fast changing economic and non-economic environment and the volatile customer’s expectations, new and sometimes unusual strategies are adopted by the marketers to enhance the sales. In this paper an analysis has been made to highlight through cases, the genuineness of the evolving strategies of marketing

INTRODUCTION The business environment today is more dynamic than 50-60 years ago. People are more stressful and both people and companies seek new challenges. These changes during the last century have led the business to a new direction and innovative strategies. Strategy is a game plan designed by every business firm for achieving its goals. Marketing strategy is obviously...