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What is Structural realignment
Marketing communications agencies are attempting to adjust the way they can best serve interests of their clients. One of the results is structural realignment (mergers and takeovers), which can result in consolidation. Clients themselves are fighting to generate superior value for their customers and to find new ways of establishing competitive advantage. Globalisation and development of partnerships, alliances and networks are all testimony to changing markets and expectations.
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Marketers know that they cannot appeal to all buyers in their markets or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered, and too varied i
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