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You are required to review the current literature on the

Literature Review

Customer experience is the heart of marketing for every industry. You are required to review the current literature on the Integrated Customer Experience and write a literature review which could be suitable for publication in an academic marketing journal. Papers dealing with topics other than the specified unit will not be marked

Your essay must include at least 5 marketing peers reviewed (scholarly) journal articles in addition to 2 marketing textbook or references.

The Literature review is in TWO PARTS:

PART A - Project plan, structure and chosen references uploaded to Moodle by week 3

PART B - The literature review of up-to 1800 words uploaded to Moodle by week 7

Chose 7 topic from below

· Market led strategic marketing planning

· Customer Analysis & the changing market environment

· Competitor analysis in dynamic markets

· The organisational resources & forecasting demand

· Identifying current & future competitive positions

· Creating sustainable competitive advantage

· Competing with the new marketing mix

· Competing through innovation

· Customer relationships & superior service

· Strategic customer management & the role of alliances

· Implementing strategy

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