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Marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
Posted by Zander Henry on Aug-22-2018
1. The vision of Where Does Marketing Fit into the Capital Budgeting Equation
The vision of Where Does Marketing Fit into the Capital Budgeting Equation is to be the leading quality service and product provider for customers. Being the best and the leading player means that Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy and operations focus on:
- Providing high quality of products and services
- Providing value to customers
- Concentrate on building customer experience
2. The mission of Where Does Marketing Fit into the Capital Budgeting Equation
Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy is grounded in its mission. The mission for Where Does Marketing Fit into the Capital Budgeting Equation is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation as it focuses on all operations and marketing activities in the direction of:
- Consumer centrism
- Using research to understand and influence consumers
3. Brand Equity of Where Does Marketing Fit into the Capital Budgeting Equation
Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation. The knowledge of brand equity will help in shaping Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy effectively – thereby facilitating the growth of business for Where Does Marketing Fit into the Capital Budgeting Equation.
3.1. Brand awareness
- Where Does Marketing Fit into the Capital Budgeting Equation has high brand awareness because of international operations
- The company focuses on higher budget allocation in the country of origin
- Each market for Where Does Marketing Fit into the Capital Budgeting Equation has modified marketing and strategic directives and plans
3.2. Brand association
- Where Does Marketing Fit into the Capital Budgeting Equation is directly associated with the brand name and product category
- Where Does Marketing Fit into the Capital Budgeting Equation has a broad product portfolio
- Where Does Marketing Fit into the Capital Budgeting Equation is associated with promising and delivering quality and innovative products
- Where Does Marketing Fit into the Capital Budgeting Equation is also associated with excellent customer service
3.3. Brand loyalty
- Where Does Marketing Fit into the Capital Budgeting Equation has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
- Where Does Marketing Fit into the Capital Budgeting Equation has a global customer base
- Where Does Marketing Fit into the Capital Budgeting Equation keeps adding value addition to the products and product portfolio to keep consumers engaged
3.4. Brand asset
- Where Does Marketing Fit into the Capital Budgeting Equation has a substantial brand value
- Where Does Marketing Fit into the Capital Budgeting Equation also enjoys the high financial worth
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on building a reliable and robust employee base
3.5. Brand element
- Where Does Marketing Fit into the Capital Budgeting Equation uses the brand element as a means of competitive advantage
- Uses adaptability in product, services, and marketing to meet different cultural demands
4. Situational Analysis of Where Does Marketing Fit into the Capital Budgeting Equation
The situational analysis will help in developing the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Where Does Marketing Fit into the Capital Budgeting Equation.
4.1. SWOT
4.1.1. Strengths
Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy can benefit from the following internal advantages:
- Strong brand image
- Global distribution network
- Investment in market research
- Innovation
4.1.2. Weakness
Where Does Marketing Fit into the Capital Budgeting Equation faces challenges in marketing strategy because of the following weakness:
- Slow organizational processes
- High product prices
4.1.3. Opportunity
Where Does Marketing Fit into the Capital Budgeting Equation has the following possibilities of business growth:
- Green lifestyles
- Regional expansion
- Diversification
4.1.4. Threats
Where Does Marketing Fit into the Capital Budgeting Equation faces business threats because of the following factors:
- Increased competition
- Increased imitation
4.2. PESTEL
4.2.1. Political
- Where Does Marketing Fit into the Capital Budgeting Equation operates I markets with political stability
- Where Does Marketing Fit into the Capital Budgeting Equation has funding support from the government for small businesses
4.2.2. Economic
- Where Does Marketing Fit into the Capital Budgeting Equation enjoys high sales because of higher GDP
- Lower interest rates make business expansion and loaning easier for Where Does Marketing Fit into the Capital Budgeting Equation
- Low inflation strengthens the financial position of Where Does Marketing Fit into the Capital Budgeting Equation
4.2.3. Social
- Higher education and awareness increases sales of Where Does Marketing Fit into the Capital Budgeting Equation predict
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on understanding consumers and fulfilling their demands through its offerings
4.2.4. Environmental
- Where Does Marketing Fit into the Capital Budgeting Equation has an active CSR program
- Where Does Marketing Fit into the Capital Budgeting Equation ensures environmental safety in all its operations
4.2.5. Legal
- Where Does Marketing Fit into the Capital Budgeting Equation is aware of local and global laws of business and human resource management
- Where Does Marketing Fit into the Capital Budgeting Equation abides by all statutes – especially labour law, discrimination law, and employee safety laws
4.3. Porter’s Five Forces
4.3.1. Threat of substitutes
- High risk of replacements
- Substitutes offer similar products at low prices
4.3.2. The threat of new entrants
- New entrants need high financial investment
- New entrants need updated technology for keeping par with industry progress
4.3.3. Bargaining power of buyers
- Sales made to end consumer directly
- Stocking of products at retailers, as well as own-controlled retail outlets
4.3.4. Bargaining power of suppliers
- Multiple suppliers of raw materials
- Suppliers are chosen after careful inspection, and through contracts
4.3.5. Industry rivalry
- High industry rivalry
- Players offer similar products
- Players compete through marketing to influence consumers
5. Marketing Objectives for Where Does Marketing Fit into the Capital Budgeting Equation: The Marketing Strategy of Where Does Marketing Fit into the Capital Budgeting Equation
Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy has the following objectives for the current financial year:
5.1. Increased market penetration
- Increase top of mind recall for Where Does Marketing Fit into the Capital Budgeting Equation brand and products by 30%
- Increase sales for Where Does Marketing Fit into the Capital Budgeting Equation by 40% by the third quarter of the financial year
- Achieve a trial rate for new products of 10% during the first quarter of the launch
- Increase consumption rate of existing products by 45% during the current financial year
5.2. Enhanced brand recognition
- Increase top of mind recall by 65% during the current fiscal year
- Increase brand recognition by 80% during the first two quarters of the current financial year
5.3. Increased use of digital marketing
- Acquire 25,000 new online customers during the financial year
- Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
- Acquire 65,000 likes on the official Facebook page of Where Does Marketing Fit into the Capital Budgeting Equation during the first quarter of the financial year
5.4. Retail Growth
- Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
- Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year
6. Segmentation of Where Does Marketing Fit into the Capital Budgeting Equation
Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy uses different means of segmentation to reach an increase in market penetration.
6.1. Demographic segmentation
6.1.1. Age
Where Does Marketing Fit into the Capital Budgeting Equation has consumers of age groups
- 20-45 years
- 45-60 years
6.1.2. Gender
- Where Does Marketing Fit into the Capital Budgeting Equation has a broad product portfolio for both males and females
6.1.3. Life-cycle stage
Consumers for Where Does Marketing Fit into the Capital Budgeting Equation, according to the marketing strategy, are in the following various life cycle stages:
- Single students
- Single graduates
- Single people living at home/not living at home
- Young couples without children
- Married couples with one to four children – all at home
- Married couples with one or two children in college
- Old married couples with an empty nest
6.1.4. Occupation
The marketing strategy devises the following occupations for Where Does Marketing Fit into the Capital Budgeting Equation consumers:
- Professionals
- Students
- House makers
6.2. Psychographic segmentation
6.2.1. Social class
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on segments of middle-upper and upper social classes
6.2.2. Lifestyle
Where Does Marketing Fit into the Capital Budgeting Equation consumer segments have the following lifestyle characteristics:
- They aspire towards a better and higher living standard
- They want to be successful – professionally and socially
- They are not hesitant to try new things, products and services in life
- They are confident in their behaviour and attitude
- They are mainstreamers in their fields
6.3. Geographic segmentation
6.3.1. Region
- Where Does Marketing Fit into the Capital Budgeting Equation has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
- It also has operations in emerging markets such as Brazil, India, and China
6.3.2. Density
- The focus of Where Does Marketing Fit into the Capital Budgeting Equation remains on the urban part of the population
6.4. Behavioural segmentation
6.4.1. Personality
The marketing strategy defines personality characteristics for the consumers of the brand of Where Does Marketing Fit into the Capital Budgeting Equation, such as:
- Determined
- Confident
- Ambitious
- Hardworking
6.4.2. Usage frequency
- The consumer segments for Where Does Marketing Fit into the Capital Budgeting Equation are regular and frequent users of the product
6.4.3. Benefits sought
- Consumers seek functional benefits
- The focus, however, is more on the emotional benefits reaped from the consumption of the brand
6.4.4. Degree of loyalty
- Consumers are very loyal
- Have an emotional attachment with the brand
7. Targeting of Where Does Marketing Fit into the Capital Budgeting Equation Positioning of Where Does Marketing Fit into the Capital Budgeting Equation
The marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation targets consumer groups based on segmentation as follows:
7.1. Target market
- The target market for Where Does Marketing Fit into the Capital Budgeting Equation is from middle to upper class
- The target market is ambitious and desires to purchase high-end consumer products
- This target market also seeks affordability
- To meet target market expectations, the Where Does Marketing Fit into the Capital Budgeting Equation focuses on quality control
7.2. Mass marketing
- The marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation focuses on mass marketing
- This also requires unique marketing designs and product promotion programs
- Where Does Marketing Fit into the Capital Budgeting Equation makes use of one strategy to influence all segments
7.3. Undifferentiated marketing strategy
- Where Does Marketing Fit into the Capital Budgeting Equation does not differentiate between market segments
- It uses a single marketing strategy to target all segments and consumer groups
- Based on this, Where Does Marketing Fit into the Capital Budgeting Equation also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.
7.4. Focus on quality
- Where Does Marketing Fit into the Capital Budgeting Equation has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
- No compromise on quality has been made in the broad product portfolio
- To ensure the influence of a single marketing strategy, the Where Does Marketing Fit into the Capital Budgeting Equation has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
- This was used for targeting strategy as well as for maintaining growth
8. Company Competitive Advantage in the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
The marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation stands out from the clutter and competition. Where Does Marketing Fit into the Capital Budgeting Equation has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Where Does Marketing Fit into the Capital Budgeting Equation has utilized:
8.1. Cost-effectiveness
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on reaching consumers effectively rather than grandeur
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on developing an integrated marketing approach
- The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
- Where Does Marketing Fit into the Capital Budgeting Equation has in-house copywriters for marketing campaigns which also helps in controlling costs
- Where Does Marketing Fit into the Capital Budgeting Equation also focuses efforts on ground activities – which are less expensive than commercial marketing tactics
8.2. Innovation
- Where Does Marketing Fit into the Capital Budgeting Equation has stayed updated with latest developments in marketing research and marketing knowledge
- Where Does Marketing Fit into the Capital Budgeting Equation makes use of new and innovative tactics to reach its target consumers
- Where Does Marketing Fit into the Capital Budgeting Equation also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
- Each marketing campaign launched by Where Does Marketing Fit into the Capital Budgeting Equation is effective catchier and more influential than the previous one
8.3. Strong market research and consumer understanding grounded
- Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy is strongly grounded in consumer and market research
- Where Does Marketing Fit into the Capital Budgeting Equation makes informed marketing campaigns and goals based on consumers’ behavioural feedback
- Where Does Marketing Fit into the Capital Budgeting Equation also incorporates consumer feedback in its marketing strategy
- Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy is based on market trends, and consumer needs and wants
8.4. Making effective use of emotional appeals
- Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Where Does Marketing Fit into the Capital Budgeting Equation
- In addition to fulfilling functional needs, Where Does Marketing Fit into the Capital Budgeting Equation also tries to fulfil the emotional and psychological needs of the consumer
- Where Does Marketing Fit into the Capital Budgeting Equation tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty
9. Distribution Strategy of Where Does Marketing Fit into the Capital Budgeting Equation
Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.
9.1. Intensive distribution strategy
- Where Does Marketing Fit into the Capital Budgeting Equation makes use of intensive distribution strategy because it is mass marketing
- Where Does Marketing Fit into the Capital Budgeting Equation’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
- With the use of the intensive distribution, Where Does Marketing Fit into the Capital Budgeting Equation tries to maximise its coverage of the markets where it's present
- For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.
9.2. Direct distribution strategy
- Where Does Marketing Fit into the Capital Budgeting Equation uses direct distribution country of origin as well as in locations where it has subsidiary operations
- The Where Does Marketing Fit into the Capital Budgeting Equation also makes use of modern retailing channels
- Also, Where Does Marketing Fit into the Capital Budgeting Equation makes use of e-commerce and makes a sale through online retailers, as well as through the company website
- Direct distributions have allowed Where Does Marketing Fit into the Capital Budgeting Equation to increase market penetration and accessibility for consumers
9.3. Indirect distribution strategy
- This strategy is largely used for offshore operations where the Where Does Marketing Fit into the Capital Budgeting Equation does not have a subsidiary
- In these offshore locations, Where Does Marketing Fit into the Capital Budgeting Equation largely works through the export model
- This makes use of several intermediaries in between, before the product by Where Does Marketing Fit into the Capital Budgeting Equation reaches the target consumers
- Intermediaries for Where Does Marketing Fit into the Capital Budgeting Equation include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations
9.4. Selective distribution strategy
- For some products of its portfolio which are premium in nature, Where Does Marketing Fit into the Capital Budgeting Equation makes use of selective distribution channel
- Where Does Marketing Fit into the Capital Budgeting Equation has maintained a few outlets in the country of origin, and in selected offshore markets for these products
- These placements and locations are chosen based on the niche market that Where Does Marketing Fit into the Capital Budgeting Equation has for its premium products
- These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience
10. Competition Analysis in the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
The industry in which Where Does Marketing Fit into the Capital Budgeting Equation operates is very responsive to market and consumer trends. Where Does Marketing Fit into the Capital Budgeting Equation, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.
10.1. Strategic Group Analysis
- Where Does Marketing Fit into the Capital Budgeting Equation competes with direct and close competition based on quality and price
- Consumers choose between different companies from the industry based on their functional offering
- Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
- Where Does Marketing Fit into the Capital Budgeting Equation also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer
10.2. Industry rivalry
- Where Does Marketing Fit into the Capital Budgeting Equation experiences high industry rivalry
- The barriers to entry for the industry are low, and new entrants gain easy access in the industry
- The number of local as well as global players is increasing
11. Marketing mix of Where Does Marketing Fit into the Capital Budgeting Equation
The marketing mix for Where Does Marketing Fit into the Capital Budgeting Equation as per the marketing strategy is the following:
11.1. Product
- Where Does Marketing Fit into the Capital Budgeting Equation has a broad product portfolio
- Where Does Marketing Fit into the Capital Budgeting Equation provides mass marketed products for all segments across the market undifferentiated
- Where Does Marketing Fit into the Capital Budgeting Equation also provides some selected, premium products to niche customer groups
- All products in the portfolio consistently maintain high quality
- All products are tailored to meet consumer specifications, demands and needs across different regional markets
- The Where Does Marketing Fit into the Capital Budgeting Equation maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged
11.2. Place
- Where Does Marketing Fit into the Capital Budgeting Equation wants to have a close, emotional and personal relationship with its consumers
- The company maintains high control in its distribution strategies – especially through direct distribution strategy
- The company has a presence in leading supermarkets
- The Where Does Marketing Fit into the Capital Budgeting Equation also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
- Where Does Marketing Fit into the Capital Budgeting Equation also makes use of e-commerce to increase penetration and sales
11.3. Price
- The Where Does Marketing Fit into the Capital Budgeting Equation prices its products so that its target consumers can afford it easily
- Where Does Marketing Fit into the Capital Budgeting Equation uses relative pricing strategy for its products
- The price of Where Does Marketing Fit into the Capital Budgeting Equation’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
- The company’s pricing strategy allows it to enjoy stable revenue and profit growth
11.4. Promotion
- The Where Does Marketing Fit into the Capital Budgeting Equation has a high budget allocated towards marketing activities
- The Where Does Marketing Fit into the Capital Budgeting Equation invests substantially in digital marketing activities to reap high and effective results
- Use of digital marketing has also allowed Where Does Marketing Fit into the Capital Budgeting Equation marketing strategy to cap costs and expenses
- Where Does Marketing Fit into the Capital Budgeting Equation also takes part in direct consumer engagement through on-ground activities where the company initiates trials
- Where Does Marketing Fit into the Capital Budgeting Equation also invests in traditional media channels to reach maximum consumers in the market
11.5. People
- Where Does Marketing Fit into the Capital Budgeting Equation has a large workforce across different companies
- This workforce is continually trained to become experts in their respective fields of operations
- Where Does Marketing Fit into the Capital Budgeting Equation hires without discrimination
- Where Does Marketing Fit into the Capital Budgeting Equation ensures that its employees remain motivated through building an inspirational and creative organizational culture
- Where Does Marketing Fit into the Capital Budgeting Equation focuses on also building and maintaining organizational commitment and loyalty in its employees
11.6. Process
- All activities at Where Does Marketing Fit into the Capital Budgeting Equation - from raw material procurement to the final sale to the end consumer - undergo systematic processes
- The processes at Where Does Marketing Fit into the Capital Budgeting Equation are well defined, and well communicated to all employees
- All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
- The systematic processes also ensure a smooth running of operations at the Where Does Marketing Fit into the Capital Budgeting Equation
11.7. Physical evidence
- The physical evidence for Where Does Marketing Fit into the Capital Budgeting Equation includes the company logo, company store designs, and the product packaging
- Satisfied and excited customers in the retail spaces of Where Does Marketing Fit into the Capital Budgeting Equation, as well as during product consumption create a bubbling and an inviting atmosphere
- The e-commerce website for retail by Where Does Marketing Fit into the Capital Budgeting Equation is also designed with a friendly customer interface to allow maximum interaction with the brand
- The store designs created by Where Does Marketing Fit into the Capital Budgeting Equation for its retail space allow consumers maximum interaction with the products directly.
12. Promotional tactics for the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
12.1. Digital marketing
- The company uses social media for reaching consumers effectively
- The Where Does Marketing Fit into the Capital Budgeting Equation interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
- The company also shares information and build relationships with consumers through digital marketing
- Where Does Marketing Fit into the Capital Budgeting Equation also makes use of blogging, emails, and content creations as a means of digital marketing
12.2. Conventional marketing
- The company uses a 360-degree approach in its marketing strategy
- This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements
12.3. Influencers
- For direct, on-ground engagement, the company uses influencers
- Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Where Does Marketing Fit into the Capital Budgeting Equation brand
13. Monitoring and evaluation of the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
13.1. Changes in sales
- Where Does Marketing Fit into the Capital Budgeting Equation regularly tracks its sales to identify the effectiveness of its marketing strategy
- Increase in sales reflect the success of marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
- Sometimes, Where Does Marketing Fit into the Capital Budgeting Equation experiences increase ins ae after some time of the launch of the marketing promotions
13.2. Surveys and focus groups
- Where Does Marketing Fit into the Capital Budgeting Equation frequently conducts focus groups and surveys to identify its brand worth
- These methods also help the company identify brand value, brand recall, and brand recognition
- Focus groups allow Where Does Marketing Fit into the Capital Budgeting Equation to gather feedback on its marketing strategy and helps it understand consumers better
13.3. ROI
- Effectiveness of marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation can also be seen through the revenue and profit growth
- Return on investment allows Where Does Marketing Fit into the Capital Budgeting Equation to effective gauge the effect and influence of the marketing strategy, and measure its success
13.4. Attainment of marketing objectives
- All marketing objectives set by Where Does Marketing Fit into the Capital Budgeting Equation are SMART
- The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
- Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Where Does Marketing Fit into the Capital Budgeting Equation
References
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