With the proliferation of products, fragmentation of customers, bulgeoning media cost and availability of different channels, Marketing has become very complex. These trends have fragmented both the customers and the channels needed to reach them.

Marketers need to have a more rigorous approach towards the achievement of organization goals. It has become imperative for marketers to focus on brand with distinctive element, more precise target audience, cater to media vehicle, which will give largest and faster payoff. Marketers needs to be thoughtful and should systematically apply investment fundamentals to Marketing.

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