There is no single way to segment a market. A marketer has to try different segmentation variables, singly and in…
A market is the collection of people or organizations with (a) needs to satisfy (b) money to spend, and (c)…
Apart from the basic strategic planning spanning several years into the future, it is also necessary to develop a more…
Strategic marketing planning is a five-step process that assesses current performance; establishes specific marketing objectives; determines positioning and differential advantage;…
Companies that adopt the marketing concept realize that marketing efforts are more successful when they are carefully planned. Strategic marketing…
The second set of forces that make marketing an endlessly changing activity is put in motion by individual enterprises when…
A company's marketing system often operates within the framework of marketing forces, which constitutes the system's environment. Such forces are…
Every move a marketer makes is affected by, and has some effect on his marketing environment. This could happen on…
Marketing management involves carrying out tasks to achieve desired exchanges with the target market. The question then is, what philosophy…
Introduction Marketing management can be defined as the analysis, planning, implementation, and control of programmes designed to create, build, and maintain…
Marketing is made up of a number of activities known as marketing functions. Ordinarily, identifying these functions might look simple…
This post examines each of these building blocks of marketing in turn, elaborating their meanings, interconnections, and managerial implications.
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