Traditional marketing practices in many markets are no longer sustainable for building long-term consumer relationships, and therefore increasingly effective alternatives are required. In this context, it has become clear that brand marketing strategies are developing as part of an integrated market approach in which marketing activities are taken into consideration and aligned with economic, political, social, technological and cultural agendas. That is why governments and regulators are increasingly pressing on industry and third-party service providers with this concept of “sector-wide economic development”.
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