Marketing - Knowledge

1597: 86: 611:(AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years. The interests of "society at large" were added into the definition in 2008. The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers". The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. 997:: The marketing department is of prime importance within the functional level of an organization. Information from the marketing department is used to guide the actions of a company's other departments. A marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product. The finance department may oppose required capital expenditures since it could undermine a healthy cash flow for the organization. 615: 1089: 4301: 4275: 1798: 4289: 780:) "places the customers' desires at the forefront of how a company designs and markets products or services." Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market. In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way. 1856:, demand for a good begins to taper off, and the firm may opt to discontinue the manufacture of the product. This is so, if revenue for the product comes from efficiency savings in production, over actual sales of a good/service. However, if a product services a niche market, or is complementary to another product, it may continue the manufacture of the product, despite a low level of sales/revenue being accrued. 863:

available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of the major benefit of this type of business model is that it offers a company a competitive advantage in the market.

40: 1775:(SBU) is a subsidiary within a firm, which participates within a given market/industry. The SBU would embrace the corporate strategy, and attune it to its own particular industry. For instance, an SBU may partake in the sports goods industry. It thus would ascertain how it would attain additional sales of sports goods, in order to satisfy the overall business strategy. 1428:

and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets.

1322:), over which a firm holds little control, consists of a variety of external factors that manifest on a large (or macro) scale. These include: economic, social, political and technological factors. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a 1220:

P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either

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Porcu, L., del Barrio-Garcia, S., and Kitchen, P.J., "How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects/ ¿Cómo funciona la Comunicación Integrada de Marketing (CIM)? Una revisión teórica y un análisis de sus antecedents Efectos",

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allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame. These platforms can also house

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research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a

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Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product,

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From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth

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A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an "organizational culture." Although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as

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B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization. Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are:

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has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process", and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from

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approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.

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Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services

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involves a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing (e.g.: selling cars at a

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In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990. His classification is a more consumer-orientated version of the 4 Ps

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level relates to departments within the SBUs, such as marketing, finance, HR, production, etc. The functional level would adopt the SBU's strategy and determine how to accomplish the SBU's own objectives in its market. To use the example of the sports goods industry again, the marketing department

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The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. An organization's marketing planning process is derived from its overall business strategy.

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Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects. The process is conducted for two main purposes: better allocation of a firm's finite resources

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Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing

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Market orientations are philosophies concerning the factors that should go into market planning. The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product, is affected by the environment surrounding the

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concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their

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Selling concept: focuses on the selling/promotion of the firm's existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques, largely for "unsought goods" in industrial companies. A 2011 meta analyses found that the

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Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to

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is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news

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involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in

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marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.

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Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a

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To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the

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The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and

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for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a

952:. It dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. Specifically, Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers... is still useful in some situations." 776:. Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes." Needs-based segmentation (also known as 1158:, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. 914:

Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling

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Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.

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Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and

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factors with the greatest impact on sales performance are a salesperson's sales related knowledge (market segments, presentation skills, conflict resolution, and products), degree of adaptiveness, role clarity, cognitive aptitude, motivation and interest in a sales role).

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Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.

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A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the

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Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.

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The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from

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The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:

1111:'s needs and wants. The product element consists of product design, new product innovation, branding, packaging, and labeling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. 1804:, with the assumption of four major phases: introduction, growth, maturity, and decline. Curve of sales as a function of the time of the product on the market. After a plateau in sales at product maturity, a steep decline can follow. 907:

Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few

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subset of marketing research. (Avoiding the word consumer, which shows up in both, market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness).

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As stated previously, the senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.

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stage, the product's sales/revenue is increasing, which may stimulate more marketing communications to sustain sales. More entrants enter into the market, to reap the apparent high profits that the industry is producing.

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At the corporate level, marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. As an example, if one pictures a group of companies (or a

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occurs when a firm directly pays a media channel, directly via an in-house agency or via an advertising agency or media buying service, to publicize its product, service or message. Common examples of advertising media

166:, and the characteristics of the product's target market. Once these factors are determined, marketers must then decide what methods of promoting the product, including use of coupons and other price inducements. 1224:

or as part of the place (i.e., distribution) element. Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap.

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price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.

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Marketing concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new consumer tastes. These firms engage in extensive

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The internal environment, which includes the factors inside of the company itself. A firm's internal environment consists of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.

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Vol. 50, 2000, pp. 273–85. The most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., "The Effect of Marketing Orientation on Business Profitability",

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data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes

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inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in the case of

1812:(PLC) is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including: 898:

Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.

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product, price, place, promotion, people, process, and physical evidence. Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns.

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perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".

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Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales",

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Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.

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defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

3915:, Chicago: American Marketing Association, 47–51; Rafiq, M. and Ahmed, P.K. "Using the 7Ps as a Generic Marketing mix: An Exploratory Survey of UK and European Marketing Academics", 1834:

stage, a product is launched onto the market. To stimulate the growth of sales/revenue, use of advertising may be high, in order to heighten awareness of the product in question.

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The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media:

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Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.

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Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator,

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Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.

3911:, vol. 41 (April), 1993; Booms, B. and Bitner, M.J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), 3576:

Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in:

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Product concept: mainly concerned with the quality of its product. It has largely been supplanted by the marketing orientation, except for haute couture and arts marketing.

1058:. The origins of the 4 Ps can be traced to the late 1940s. The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton. 851:

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people.

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Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.

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The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.

1198:. This fourth P is focused on providing a message to get a response from consumers. The message is designed to persuade or tell a story to create awareness. 892:

Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.

3003: 3639: 931: 3051: 1085:, popularised this approach and helped spread the 4 Ps model. McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners. 5344: 1709:

Thus, when top management is devising the firm's strategic direction/mission, the intended marketing activities are incorporated into this plan.

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Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.

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The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered

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embraces societal stakeholders such as employees, customers, and local communities. Companies that adopt this perspective typically practice

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Governments- buy B2B products for use in government projects (e.g.: purchasing weather monitoring equipment for a wastewater treatment plant)

706:, the profession is now widely recognized as a science. Marketing science has developed a concrete process that can be followed to create a 4332: 3670:

Keelson, S.A>, "The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically the Same Destination!" in

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The micro-environment, over which a firm holds a greater amount (though not necessarily total) control, typically includes: Customers/

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The 2004 AMA Definition of Marketing and Its Relationship to a Market Orientation: An Extension of Cooke, Rayburn, & Abercrombie

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Marketing is typically conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (

4627: 2612: 1361:. In contrast to the macro-environment, an organization holds a greater (though not complete) degree of control over these factors. 3753:

Kerr, F., Patti, C. and Ichul, K., "An Inside-out Approach to Integrated Marketing Communications: An International Perspective",

772:, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's 4045: 4166: 2648: 3504: 1496:

Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The

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Resellers- buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores)

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Avlonitis, G.J. and Gounaris, S.P., "Marketing Orientation and Company Performance: Industrial vs. Consumer Goods Companies",

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Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.

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Personal selling: Young female beer sellers admonish the photographer that he also has to buy some, Tireli market, Mali 1989

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Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.

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Hollander, Stanley C., Rassuli, Kathleen M.; Jones, D.G. Brian; Dix and Farlow, L., "Periodization in Marketing History",

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This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and

622:, who devised a number of sales methods for his tableware, is "credited with inventing modern marketing" according to the 4065: 3252:

Kohli, A.K. and Jaworski, B.J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications",

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The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the

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involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include:

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who enable customers to access products or services in a convenient manner. This third P has also sometimes been called

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The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.

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June 1964 pp. 2–7; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited",

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but would not become widely used until nearly 200 years later. Marketing and Marketing Concepts are directly related.

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involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are:

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Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:

4209: 3511:, vol. 50, no. 3, 1972, pp. 48–57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought", 5283: 4325: 3336:

Fillis, Ian (2006). "Art for Art's Sake or Art for Business Sake: An exploration of artistic product orientation".

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Production concept: specializes in producing as much as possible of a given product or service in order to achieve

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Producers- use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys)

3034: 3654: 2202: 2197: 2100: 2064: 1342:/attitudes, and the nature of technology's impact on its society and the business processes within the society. 1242:. Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing. 1002:

Societal marketing concept: Social responsibility that goes beyond satisfying customers and providing superior

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Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US

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Grönroos, Christian. "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing",

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Sheth, J., Sisodia, R.S. and Sharma, A., "The Antecedents and Consequences of Customer-Centric Marketing",

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would draw up marketing plans, strategies and communications to help the SBU achieve its marketing aims.

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Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.

3713:, Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23-37. 3709:

Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in

3432:"Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?" 4017:

Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce".

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van Waterschoot, W.; van den Bulte, C. (1992). "The 4P Classification of the Marketing Mix Revisited".

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Fisk, R.P., Brown, W., and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature",

1766:), top management may state that sales for the group should increase by 25% over a ten-year period. 4583: 4578: 3266:

Narver, J.C.; Slater, S.F. (1990). "The Effect of a Market Orientation on Business Profitability".

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is used to facilitate two-way communication between companies and their customers. Outlets such as

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reporting and publish financial, social and environmental impact reports. Sustainable marketing or

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Institutions- use B2B products to continue operation (e.g.: schools buying printers for office use)

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acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are:

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Number of customers: There are relatively fewer businesses to market to than direct consumers.

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etc.) involve the use of the creative arts. However, because marketing makes extensive use of

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Within the overall strategic marketing plan, the stages of the process are listed as thus:

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environment and to attain information from suppliers. A distinction should be made between

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Weeks, Richard; Marx, William (Autumn 1968). "The Market Concept: Problems and Promises".

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In the past, marketing practice tended to be seen as a creative industry, which included

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Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing",

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History of marketing § Orientations or philosophies that inform marketing practice

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Hollander, S.C.; Jones, D.G.B.; Dix, L. (2005). "Periodization in Marketing History".

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One of the limitations of the 4Ps approach is its emphasis on an inside-out view. An

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Market Orientation, Creativity, and New Product Performance in High-Technology Firms

5313: 5137: 5117: 5019: 4981: 4966: 4757: 4732: 4606: 4588: 4548: 4445: 4360: 4026: 3976: 3869: 3599: 3516: 3446: 3345: 3322: 3310: 3275: 3193: 3082: 3018: 2950: 2531: 2173: 2153: 2105: 2029: 1647: 1612: 1588: 1179: 1078: 762: 671: 561: 458: 395: 385: 365: 350: 317: 302: 267: 252: 232: 61: 4304: 4293: 1554:– in which an organization forges a product to satisfy a specialized target market 5303: 5288: 5233: 5054: 4830: 4677: 4652: 4617: 4460: 4213: 2110: 1919: 1605: 1579: 1323: 1171: 1133: 1070: 1062: 1011: 984: 980: 962: 679: 619: 551: 425: 227: 163: 135: 4263: 3932:

Lauterborn, B (1990). "New Marketing Litany: Four Ps Passé: C-Words Take Over".

3228: 2661: 2264: 1458:(e.g. personality traits or lifestyle traits which influence consumer behaviour) 5185: 5049: 5034: 4996: 4976: 4913: 4752: 4727: 4632: 4515: 4495: 4450: 4428: 3980: 3590:

Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective".

3349: 3086: 3070: 3022: 2954: 2024: 2014: 1989: 1816:

A given product would possess introduction, growth, maturity, and decline stage

1703: 1525:– can a sufficient return on investment be attained from a segment's servicing? 1513:– how a segment can be accessed via Marketing Communications produced by a firm 1327: 1319: 1252: 1031: 972: 707: 663: 468: 4030: 3451: 2535: 5328: 5293: 5250: 5059: 5039: 4878: 4622: 4470: 4375: 4300: 3988: 3520: 3314: 3205: 3094: 2962: 2748: 2543: 2319: 2115: 1999: 1914: 1729: 1546:– in which a firm produced slight modifications of a product within a segment 1339: 1082: 1024: 988: 631: 503: 390: 123: 3790: 154:), food from a specific area, or a city or region as a tourism destination. 5298: 5218: 5213: 5097: 4941: 4883: 4863: 4370: 3791:"Promotion | Etymology, origin and meaning of promotion by etymonline" 3431: 2916: 2715: 1944: 1550: 1335: 1326:, a firm would analyze national political issues, culture and climate, key 1256: 703: 699: 667: 131: 65: 16:

Study and process of exploring, creating, and delivering value to customers

2490:"What is Marketing Environment? definition and meaning – Business Jargons" 5190: 5150: 5001: 4908: 4903: 4772: 4762: 4747: 4573: 4543: 4525: 4390: 4206: 2520:"The Insights Industry: Towards a Performativity Turn in Market Research" 1877: 1619: 1195: 1167: 691: 675: 651: 370: 345: 237: 4274: 4179:

The innovator's dilemma: when new technologies cause great firms to fail

2989:

Market Research in Practice: How to Get Greater Insight From Your Market

1752: 1216:

approach first seeks to understand the needs and wants of the consumer.

1132:

product—monetary or not. Methods of setting prices are in the domain of

1042:

The 4Ps refers to four broad categories of marketing decisions, namely:

5271: 5170: 5127: 5092: 5011: 4951: 4845: 4782: 4601: 4485: 4475: 4400: 4385: 4380: 4355: 4043:

US Census data is both for Market research and for Marketing research:

3881: 3603: 3287: 2085: 1609:

conjunction with sales promotion to inform customers of the incentives.

720: 683: 528: 151: 130:). Sometimes tasks are contracted to dedicated marketing firms, like a 93: 89: 4991: 4971: 4946: 4825: 4710: 4647: 4533: 4395: 4365: 4310: 3473:

McGee, L.W. and Spiro, R.L., "The Marketing Concept in Perspective",

1797: 1678: 1666: 1540:– where a company produces a like product for all of a market segment 1354: 1350: 1331: 695: 687: 488: 420: 54: 3873: 3723:

Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993),

3279: 3180:

Aspara, Jaakko; Grant, David B.; Holmlund, Maria (1 February 2021).

2660:

Jenny Darroch, Morgan P. Miles, Andrew Jardine and Ernest F. Cooke,

979:

that people are willing and able to buy. Consequently, ascertaining

5122: 4898: 4722: 4705: 4642: 4505: 4423: 4415: 4010: 1682: 1662: 1346: 1147: 1108: 1088: 116: 108: 50: 5238: 5223: 5107: 5024: 4742: 4510: 4440: 4288: 3711:

Service Quality: Multidisciplinary and Multinational Perspectives

1690: 1670: 1122: 207: 743:

belong to a family or social group and the need for self-esteem.

5165: 3694:

The Marketing Mix Revisited: Towards the 21st Century Marketing

3578:

Review of Marketing Research: Special Issue - Marketing Legends

2891:"10 Steps to Creating a Marketing Plan for Your Small Business" 2295:"The Role of Customers in Marketing | Introduction to Business" 2242: 1686: 1674: 756: 212: 3580:, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011 3407:, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 29 3379:, 12th ed., Upper Saddle River: Pearson Education, 2008, p. 28 5205: 4805: 1183: 1128: 1116: 1112: 976: 747: 737: 659: 375: 355: 3859: 3640:"From Marketing Mix to E-Marketing Mix: A Literature Review" 2828:"Marketing library resources – content, knowledge databases" 1330:

conditions, health and indicators (such as economic growth,

4687: 4066:"Difference between Market Research and Marketing Research" 4004:

Digital marketing: strategy, implementation of and practice

3960:

Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017).

2987:

Hague, Paul N.; Hague, Nicholas; Morgan, Carol-Ann (2013).

2456:"Marketing Strategy: Forget the 4 P'S! What are the 4 C'S?" 662:, and even today many parts of the marketing process (e.g. 2569:"The Marketing Research Process | Principles of Marketing" 2238:"The Real Story Behind Apple's 'Think different' Campaign" 1507:– how a segment can be differentiated from other segments. 1480:(e.g. Baby Boomer, Generation X, Millennial, Generation Z) 4139:"The Advertising Industry Has a Problem: People Hate Ads" 2180: 829:

The four major categories of B2B product purchasers are:

800:

Examples of products sold through B2B marketing include:

127: 4130: 4046:"NAPCS Product List for NAICS 54191: Marketing Research" 3550:

Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004).

1519:– can the segment be quantified and its size determined? 1529:

The next step in the targeting process is the level of

1166:

This includes all aspects of marketing communications:

878: 3549: 4001: 3959: 3953: 3672:

Global Conference on Business and Finance Proceedings

3430:

Verbeke, Willem; Dietz, Bart; Verwaal, Ernst (2010).

1753:

Levels of marketing objectives within an organization

765:, they have the potential to become economic demands. 635:

customers in return". A related definition, from the

2728: 2386:

Lamb, Charles; Hair, Joseph; McDaniel, Carl (2016).

925: 92:'s marketing skills have been credited for reviving 3429: 3179: 3052:"What Comes Next? Survey Analysis and Segmentation" 2797:

International Marketing – Modern and Classic Papers

2675:"Josiah Wedgwood, an Industrial Revolution pioneer" 1464:(e.g. age, gender, socio-economic class, education) 1431:Market segmentation can be defined in terms of the 1092:

One version of the marketing mix is the 4Ps method.

4228:Tedlow, Richard S., and Jones, Geoffrey G. (eds), 4176: 3818: 3724: 3505:Kotler, P., "What consumerism means for marketers" 1034:typically devotes a section to the marketing mix. 3300: 3142:West Virginia University Marketing Communications 5326: 3771:Borden, N., "The Concept of the Marketing Mix", 3647:International Journal of Business and Management 3118:Introduction to Public Relations and Advertising 2986: 2604: 2385: 1712: 2982: 2980: 2780:. Milwaukee, WI: ASQ Quality Press. p. 23. 1232: 3553:Marketing: Essential Principles, New Realities 2778:Sales Process Engineering: A Personal Workshop 2775: 1251:that attempts to better fit the movement from 4326: 4002:Chaffey, Dave; Ellis-Chadwick, Fiona (2012). 3927: 3925: 2791:Paliwoda, Stanley J.; Ryans, John K. (2008). 2790: 2229: 588: 3944: 3364:Journal of the Academy of Marketing Science, 3265: 2977: 2613:"For Tobacco, Stealth Marketing Is the Norm" 2610: 1826:, according to where a product is on the PLC 987:'s future viability and even existence as a 4136: 4083:. New York, NY: Routledge. pp. 38–65. 4078: 3788:Online Etymology Encyclopedia, <Online: 3674:, Volume 7, Number 1, 2012, ISSN 1941-9589 3592:Journal of the Academy of Marketing Science 3589: 3439:Journal of the Academy of Marketing Science 2769: 4333: 4319: 4235:Weitz, Barton A. and Robin Wensley (eds). 4112:. New York, NY: CABI Publishing. pp. 4016: 4006:(5th ed.). Harlow: Pearson Education. 3931: 3922: 3393:. Englewood Cliffs, NJ: Prentice-Hall Inc. 2799:(1st ed.). Edward Elgar. p. 25. 2784: 2761:: CS1 maint: location missing publisher ( 1819:No product lasts perpetually on the market 643:competitive advantage". For instance, the 595: 581: 3515:Vol. 26 No. 2, December 2006, pp. 224–32 3450: 2940: 2853:. Journal of Marketing. pp. 114–132. 2647:Pomering, A., Noble, G. and Johnson, L., 2638:, approved 2017, accessed 24 January 2021 2517: 2413:Mc Namara (1972) cited in Deshpande, R., 1793:Product life-cycle management (marketing) 1694:advertising and public relations content. 111:. It is one of the primary components of 4103: 3637: 3135: 3075:International Journal of Market Research 2524:International Journal of Market Research 2429: 2235: 1796: 1595: 1437:Segmentation, Targeting, and Positioning 1127:This refers to the process of setting a 1087: 783: 613: 84: 3716: 3525:Journal of Public Policy and Marketing, 2729:Kotler, Philip; Gary Armstrong (2018). 2700:. Englewood Cliffs, NJ: Prentice-Hall. 2595: 2318: 1452:(such as a country, region, city, town) 1290:thus making them more likely to do so. 107:is the act of satisfying and retaining 5345:Promotion and marketing communications 5327: 4340: 4201:Church, Roy and Godley, Andrew (eds), 3816: 3626:Basic Marketing: A Managerial Approach 3388: 3335: 3136:Genovese, Shelby (20 September 2023). 3131: 3129: 3127: 3115: 2914: 2695: 2630: 2628: 2453: 2432:Basic Marketing. A Managerial Approach 2417:, Thousand Oaks, CA, Sage, 1999, p. 11 2181:Marketing orientations or philosophies 1014:is an extension of societal marketing. 607:Marketing is currently defined by the 4314: 3917:Marketing Intelligence & Planning 3767: 3765: 3763: 3755:International Journal of Advertising, 3749: 3747: 3068: 3001: 2991:. London: Kogan-Page. pp. 19–20. 2848: 2591: 2589: 2563: 2561: 2513: 2511: 2381: 2379: 2377: 2375: 2373: 2371: 2369: 2367: 2365: 2363: 2361: 2359: 2357: 2127: 1786: 1697: 618:The 18th century retail entrepreneur 4230:The Rise and Fall of Mass Marketing, 4222:Vol 25, no.1, 2005, pp. 32–41. 4079:Moore, Karl; Pareek, Niketh (2010). 2484: 2482: 2480: 2478: 2476: 2449: 2447: 2445: 2443: 2441: 2425: 2423: 2409: 2407: 2355: 2353: 2351: 2349: 2347: 2345: 2343: 2341: 2339: 2337: 2275:from the original on 11 January 2014 1194:, event marketing, trade shows, and 1018: 879:Differences in B2B and B2C marketing 33: 3797:from the original on 8 January 2018 3727:Integrated marketing communications 3677: 3124: 2625: 1576:Integrated marketing communications 13: 4203:The Emergence of Modern Marketing, 4165:Columbus, Ohio, Grid, (1976) 1988 3995: 3850:Vol. XXV, Núm. 1, 2012, pp. 313–48 3760: 3744: 3226: 2586: 2558: 2508: 2236:Siltanen, Rob (14 December 2011). 1730:Threats and opportunities analysis 1569: 674:, advertising, inbound marketing, 146:or government agency (such as the 14: 5356: 4243: 4163:The History of Marketing Thought, 2733:(Seventeenth ed.). Hoboken. 2473: 2454:Hester, Brittany (9 April 2019). 2438: 2420: 2404: 2334: 926:Marketing management orientations 4299: 4287: 4273: 4019:Logistics Information Management 3896:Journal of Marketing Management, 3773:Journal of Advertising Research, 3757:Vol. 27, No. 4, 2008, pp. 531–40 3527:Vol. 22, No. 2, 2003, pp. 116–46 3418:Industrial Marketing Management, 2863: 2651:, 2008, accessed 25 January 2021 2634:American Marketing Association, 2390:. Boston, MA: Cengage Learning. 2216:customer relationship management 1492:(e.g. brand loyalty, usage rate) 1396:The stages of research include: 866: 857: 846: 791: 761:When needs and wants are backed 645:Chartered Institute of Marketing 38: 25:. For the British magazine, see 4977:Party platforms (or manifestos) 4155: 4137:Tiffany Hsu (28 October 2019). 4108:Strategic Management in Tourism 4097: 4072: 4058: 4037: 3901: 3888: 3853: 3839: 3810: 3782: 3779:Vol. 56, No. 4, 1992, pp. 83–93 3703: 3698:Journal of Marketing Management 3686: 3664: 3638:Dominici, G. (September 2009). 3631: 3618: 3583: 3570: 3543: 3540:vol. 32, no. 2, 1994, pp. 4–20. 3530: 3497: 3480: 3467: 3423: 3410: 3397: 3382: 3369: 3356: 3329: 3294: 3259: 3246: 3220: 3198:10.1016/j.indmarman.2020.09.004 3186:Industrial Marketing Management 3173: 3148: 3109: 3062: 3056:Discover the Future of Research 3044: 2995: 2934: 2908: 2883: 2857: 2842: 2820: 2722: 2689: 2667: 2654: 2641: 2460:CATMEDIA Internal Communication 2415:Developing a Market Orientation 2207:corporate social responsibility 1416: 96:and turning it into one of the 21:For the Canadian magazine, see 2611:Julie Bosman (10 March 2006). 2312: 2287: 2257: 2203:Socially responsible marketing 2101:Sustainable market orientation 2065:Return on marketing investment 1302: 609:American Marketing Association 148:Agricultural Marketing Service 53:format but may read better as 1: 4278:The dictionary definition of 4185:Harvard Business School Press 4183:. Boston, Massachusetts, US: 3700:, vol. 22, 2006, pp. 407-438. 3488:Journal of Business Research, 3256:Vol. 54, April 1990, pp. 1–18 2518:Diaz Ruiz, Carlos A. (2022). 2222: 1822:A firm must employ differing 1713:Outline of the marketing plan 1202: 169: 23:Marketing (Canadian magazine) 5065:Rally 'round the flag effect 3229:"Customer to Customer – C2C" 2430:McCarthy, Jerome E. (1964). 1616:releases and special events. 1262: 1233:Modifications and extensions 126:) or directly to consumers ( 27:Marketing (British magazine) 7: 3628:Irwin, Homewood, Ill., 1960 3403:Kotler, P., Armstrong, G., 3375:Kotler, P., Armstrong, G., 3366:Vol. 28, No. 1, 2000, p. 55 2596:Stanton, William J (1984). 1859: 1726:Current marketing situation 1368: 10: 5361: 4220:Journal of Macromarketing, 3981:10.1016/j.asoc.2017.01.036 3919:, Vol. 13, no. 9, pp. 4–15 3821:Riding the Waves of Change 3653:(4): 17–24. Archived from 3513:Journal of Macromarketing, 3477:, May–June 1988, pp. 40–45 3420:Vol. 26, 1997, pp. 385–402 3350:10.1362/146934706776861573 3087:10.1177/147078530304500302 3023:10.1177/002224295602100102 2955:10.1177/000765036800900106 2866:"The Science of Marketing" 2793:"Back to first principles" 2324:The Practice of Management 1863: 1790: 1701: 1573: 1420: 1372: 1306: 1245: 1096: 1037: 1022: 995:Organizational orientation 929: 713: 519:Promotional representative 20: 5259: 5204: 5136: 5078: 5010: 4927: 4844: 4796: 4686: 4597: 4524: 4414: 4406:Manipulation (psychology) 4348: 4264:Resources in your library 4205:London, Frank Cass, 2003 4031:10.1108/09576050110362465 3556:. Kogan Page Publishers. 3452:10.1007/s11747-010-0211-8 3303:Journal of Macromarketing 3069:Ahmad, Rizal (May 2003). 3002:Smith, W.R. (July 1956). 2598:Fundamentals of marketing 2573:courses.lumenlearning.com 2536:10.1177/14707853211039191 2299:courses.lumenlearning.com 1910:American business history 1486:(e.g. tech savvy, active) 975:can survive by producing 637:sales process engineering 4584:Criticism of advertising 3898:Vo. 22, 2006, pp. 407–38 3848:Comunicación y Sociedad, 3521:10.1177/0276146706291067 3315:10.1177/0276146705274982 3138:"What is B2B Marketing?" 3058:, Wiley, 12 January 2017 2636:Definitions of Marketing 158:product, the results of 5246:Promotional merchandise 4957:Character assassination 4894:Narcotizing dysfunction 4768:Photograph manipulation 4481:Guerrilla communication 4212:18 October 2009 at the 4173:Christensen, Clayton M. 4104:Moutinho, Luiz (2000). 3817:Gareth, Morgan (1988). 3509:Harvard Business Review 3503:, Blackwell Reference, 3494:Vo. 54, 1990, pp. 20–35 3405:Principles of Marketing 3391:Principles of Marketing 3389:Kotler, Philip (1980). 3377:Principles of Marketing 2776:Paul H. Selden (1997). 2731:Principles of marketing 2698:Principles of marketing 2696:Kotler, Philip (1980). 2388:Principles of Marketing 2121:Word-of-mouth marketing 2076:Search Engine Marketing 2055:Public Sector Marketing 2035:Multicultural marketing 1980:List of marketing terms 1873:Account-based marketing 1772:strategic business unit 1318:The macro-environment ( 514:Promotional merchandise 499:Out-of-home advertising 288:Account-based marketing 62:converting this article 5229:Product demonstrations 4658:Historical negationism 4292:Quotations related to 4237:Handbook of Marketing, 3975:(June 2017): 178–196. 3969:Applied Soft Computing 3731:, NTC Business Books, 3071:"Benefit segmentation" 2943:Business & Society 2677:. Adam Smith Institute 2434:. Homewood, IL: Irwin. 2212:Relationship marketing 2193:Production orientation 2164:Relationship marketing 2135:Agricultural marketing 2096:Social media marketing 2071:Relationship marketing 2050:Production orientation 1900:Advertising management 1883:History of advertising 1845:When the product hits 1805: 1601: 1093: 627: 323:Horizontal integration 101: 5161:Reputation management 5080:Psychological warfare 4929:Political campaigning 4738:Firehose of falsehood 4081:Marketing: the Basics 3913:Marketing of Services 3777:Journal of Marketing, 3692:Constantinides, E., " 3492:Journal of Marketing, 3254:Journal of Marketing, 2188:Marketing orientation 2149:Destination marketing 1960:Family in advertising 1800: 1791:Further information: 1734:Objectives and issues 1599: 1192:branded entertainment 1176:promotional education 1091: 884:promotional methods. 784:B2B and B2C marketing 763:by the ability to pay 726:The Wealth of Nations 617: 509:Product demonstration 361:Corporate anniversary 88: 5196:Corporate propaganda 3909:Journal of Retailing 3862:Journal of Marketing 3538:Management Decision, 3338:The Marketing Review 3268:Journal of Marketing 3040:on 20 February 2019. 3011:Journal of Marketing 2159:Influencer marketing 2144:industrial marketing 1995:Marketing management 1970:History of marketing 1866:Outline of marketing 1268:Consumer (or client) 969:Customer orientation 872:Customer to customer 778:benefit segmentation 624:Adam Smith Institute 524:Visual merchandising 454:Behavioral targeting 328:Vertical integration 308:Influencer marketing 98:most valuable brands 5284:Media concentration 5156:Non-apology apology 5146:Cult of personality 4874:Emotive conjugation 4628:Burying of scholars 3160:Business News Daily 2917:"Marketing Concept" 2198:Selling orientation 2060:Real-time marketing 1965:Guerrilla marketing 1423:Market segmentation 1075:market segmentation 816:Processed materials 807:Accessory equipment 474:In-game advertising 464:Display advertising 340:Promotional content 113:business management 5267:Influence-for-hire 5060:National mythology 5030:Crowd manipulation 4919:Tabloid journalism 4788:Video manipulation 4733:Fictitious entries 4456:Civil disobedience 4342:Media manipulation 4144:The New York Times 3660:on 29 August 2017. 3604:10.1007/BF02729310 2849:Subin, Im (2004). 2618:The New York Times 2169:Services marketing 2140:Business marketing 2128:Types of marketing 2091:Societal marketing 2081:Services marketing 2040:Product management 2020:Media manipulation 2010:Marketing strategy 1975:Internet marketing 1940:Database marketing 1930:Consumer behaviour 1925:Consumer confusion 1905:Affinity marketing 1893:Sex in Advertising 1888:Online Advertising 1810:product life cycle 1806: 1787:Product life cycle 1738:Marketing Strategy 1698:The marketing plan 1602: 1412:Implement findings 1400:Define the problem 1375:Marketing research 1309:Market environment 1240:services marketing 1094: 1008:triple bottom line 950:economies of scope 946:economies of scale 770:Marketing research 628: 557:Marketing research 494:Online advertising 484:Native advertising 479:Mobile advertising 431:Sex in advertising 248:Consumer behaviour 160:marketing research 140:advertising agency 102: 64:, if appropriate. 5322: 5321: 5088:Airborne leaflets 4967:Election promises 4821:Product placement 4696:Alternative facts 4436:Alternative media 4250:Library resources 4194:978-0-87584-585-2 4161:Bartels, Robert, 4090:978-0-415-77899-2 4068:. 9 January 2018. 3738:978-0-8442-3363-5 3563:978-0-7494-4114-2 3475:Business Horizons 3116:du Plessis, D.F. 2806:978-1-84376-649-0 2740:978-0-13-449251-3 2397:978-1-285-86014-5 2271:. 9 August 2012. 2045:Product marketing 2005:Marketing science 1985:Loyalty marketing 1955:Email remarketing 1950:Digital marketing 1935:Content marketing 1802:Product lifecycle 1722:Executive Summary 1644:Event sponsorship 1435:acronym, meaning 1188:product placement 1067:consumer behavior 1019:The marketing mix 825:Business services 605: 604: 567:Consumer research 448:Promotional media 436:Underwriting spot 411:Product placement 391:On-hold messaging 381:Loyalty marketing 298:Product marketing 293:Digital marketing 144:trade association 83: 82: 5352: 5335:Business process 5314:Media proprietor 5138:Public relations 5118:Public diplomacy 5103:Information (IT) 4982:Name recognition 4607:Media regulation 4589:Annoyance factor 4446:Call-out culture 4361:Crowd psychology 4335: 4328: 4321: 4312: 4311: 4303: 4291: 4277: 4198: 4182: 4149: 4148: 4134: 4128: 4127: 4111: 4101: 4095: 4094: 4076: 4070: 4069: 4062: 4056: 4055: 4050: 4041: 4035: 4034: 4014: 4008: 4007: 3999: 3993: 3992: 3966: 3962:"Business Hacks" 3957: 3951: 3948: 3942: 3941: 3929: 3920: 3905: 3899: 3892: 3886: 3885: 3857: 3851: 3843: 3837: 3836: 3824: 3814: 3808: 3806: 3804: 3802: 3786: 3780: 3769: 3758: 3751: 3742: 3741: 3730: 3720: 3714: 3707: 3701: 3690: 3684: 3681: 3675: 3668: 3662: 3661: 3659: 3644: 3635: 3629: 3624:McCarthy, E.J., 3622: 3616: 3615: 3587: 3581: 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Archived from 3008: 2999: 2993: 2992: 2984: 2975: 2974: 2938: 2932: 2931: 2929: 2927: 2912: 2906: 2905: 2903: 2901: 2887: 2881: 2880: 2878: 2876: 2861: 2855: 2854: 2846: 2840: 2839: 2837: 2835: 2824: 2818: 2817: 2815: 2813: 2788: 2782: 2781: 2773: 2767: 2766: 2760: 2752: 2726: 2720: 2719: 2693: 2687: 2686: 2684: 2682: 2671: 2665: 2658: 2652: 2645: 2639: 2632: 2623: 2622: 2608: 2602: 2601: 2593: 2584: 2583: 2581: 2579: 2565: 2556: 2555: 2515: 2506: 2505: 2503: 2501: 2496:. 25 August 2015 2494:Business Jargons 2486: 2471: 2470: 2468: 2466: 2451: 2436: 2435: 2427: 2418: 2411: 2402: 2401: 2383: 2332: 2331: 2328:Harper & Row 2316: 2310: 2309: 2307: 2305: 2291: 2285: 2284: 2282: 2280: 2261: 2255: 2254: 2252: 2250: 2233: 2174:Social marketing 2154:Global marketing 2106:Visual marketing 2030:Mobile marketing 1648:Advertising mail 1613:Public relations 1589:Personal selling 1538:Undifferentiated 1212:In contrast, an 1184:personal selling 1180:public relations 971:: A firm in the 672:brand management 597: 590: 583: 562:Mystery shopping 459:Brand ambassador 396:Personal selling 386:Mobile marketing 366:Direct marketing 351:Ambush marketing 318:Annoyance factor 303:Social marketing 253:Consumer culture 233:Brand management 174: 173: 78: 75: 69: 60:You can help by 42: 41: 34: 5360: 5359: 5355: 5354: 5353: 5351: 5350: 5349: 5325: 5324: 5323: 5318: 5309:Media influence 5304:Media franchise 5289:Media democracy 5255: 5200: 5132: 5074: 5055:Loaded language 5006: 4923: 4840: 4792: 4682: 4611: 4593: 4520: 4461:Culture jamming 4410: 4344: 4339: 4270: 4269: 4268: 4258: 4257: 4253: 4246: 4232:Routledge, 2014 4214:Wayback Machine 4195: 4171: 4158: 4153: 4152: 4135: 4131: 4124: 4102: 4098: 4091: 4077: 4073: 4064: 4063: 4059: 4048: 4044: 4042: 4038: 4015: 4011: 4000: 3996: 3964: 3958: 3954: 3949: 3945: 3934:Advertising Age 3930: 3923: 3906: 3902: 3893: 3889: 3874:10.2307/1251988 3858: 3854: 3844: 3840: 3833: 3825:. Jossey-Bass. 3815: 3811: 3800: 3798: 3789: 3787: 3783: 3770: 3761: 3752: 3745: 3739: 3721: 3717: 3708: 3704: 3691: 3687: 3682: 3678: 3669: 3665: 3657: 3642: 3636: 3632: 3623: 3619: 3588: 3584: 3575: 3571: 3564: 3548: 3544: 3535: 3531: 3502: 3498: 3485: 3481: 3472: 3468: 3434: 3428: 3424: 3415: 3411: 3402: 3398: 3387: 3383: 3374: 3370: 3361: 3357: 3334: 3330: 3299: 3295: 3280:10.2307/1251757 3264: 3260: 3251: 3247: 3237: 3235: 3225: 3221: 3178: 3174: 3164: 3162: 3154: 3153: 3149: 3134: 3125: 3114: 3110: 3067: 3063: 3050: 3049: 3045: 3037: 3006: 3000: 2996: 2985: 2978: 2939: 2935: 2925: 2923: 2913: 2909: 2899: 2897: 2889: 2888: 2884: 2874: 2872: 2862: 2858: 2847: 2843: 2833: 2831: 2826: 2825: 2821: 2811: 2809: 2807: 2789: 2785: 2774: 2770: 2754: 2753: 2741: 2727: 2723: 2708: 2694: 2690: 2680: 2678: 2673: 2672: 2668: 2659: 2655: 2646: 2642: 2633: 2626: 2609: 2605: 2594: 2587: 2577: 2575: 2567: 2566: 2559: 2516: 2509: 2499: 2497: 2488: 2487: 2474: 2464: 2462: 2452: 2439: 2428: 2421: 2412: 2405: 2398: 2384: 2335: 2317: 2313: 2303: 2301: 2293: 2292: 2288: 2278: 2276: 2263: 2262: 2258: 2248: 2246: 2234: 2230: 2225: 2220: 2183: 2178: 2130: 2125: 2111:Viral Marketing 1920:Brand awareness 1868: 1862: 1795: 1789: 1755: 1742:Action programs 1715: 1706: 1700: 1656: 1606:Sales promotion 1582: 1580:Promotional mix 1572: 1570:Promotional mix 1531:differentiation 1425: 1419: 1377: 1371: 1324:PESTLE analysis 1311: 1305: 1265: 1257:niche marketing 1248: 1235: 1205: 1172:sales promotion 1134:pricing science 1099: 1071:market research 1040: 1027: 1021: 1012:green marketing 983:is vital for a 981:consumer demand 963:market research 934: 928: 881: 869: 860: 849: 813:Component parts 804:Major equipment 794: 786: 716: 680:social sciences 620:Josiah Wedgwood 601: 572: 571: 552:Market research 547: 539: 538: 449: 441: 440: 426:Sales promotion 341: 333: 332: 228:Brand licensing 198: 172: 164:market research 142:. Sometimes, a 136:market research 79: 73: 70: 59: 43: 39: 30: 17: 12: 11: 5: 5358: 5348: 5347: 5342: 5337: 5320: 5319: 5317: 5316: 5311: 5306: 5301: 5296: 5291: 5286: 5281: 5280: 5279: 5269: 5263: 5261: 5257: 5256: 5254: 5253: 5248: 5243: 5242: 5241: 5231: 5226: 5221: 5216: 5210: 5208: 5202: 5201: 5199: 5198: 5193: 5188: 5186:Understatement 5183: 5178: 5173: 5168: 5163: 5158: 5153: 5148: 5142: 5140: 5134: 5133: 5131: 5130: 5125: 5120: 5115: 5110: 5105: 5100: 5095: 5090: 5084: 5082: 5076: 5075: 5073: 5072: 5067: 5062: 5057: 5052: 5050:Indoctrination 5047: 5042: 5037: 5035:Disinformation 5032: 5027: 5022: 5016: 5014: 5008: 5007: 5005: 5004: 4999: 4997:Smear campaign 4994: 4989: 4984: 4979: 4974: 4969: 4964: 4959: 4954: 4949: 4944: 4939: 4933: 4931: 4925: 4924: 4922: 4921: 4916: 4914:Sensationalism 4911: 4906: 4901: 4896: 4891: 4886: 4881: 4876: 4871: 4866: 4861: 4856: 4854:Agenda-setting 4850: 4848: 4842: 4841: 4839: 4838: 4833: 4828: 4823: 4818: 4813: 4808: 4802: 4800: 4794: 4793: 4791: 4790: 4785: 4780: 4775: 4770: 4765: 4760: 4755: 4750: 4745: 4740: 4735: 4730: 4728:False document 4725: 4720: 4719: 4718: 4708: 4703: 4698: 4692: 4690: 4684: 4683: 4681: 4680: 4675: 4670: 4665: 4660: 4655: 4650: 4645: 4640: 4635: 4633:Catch and kill 4630: 4625: 4620: 4614: 4612: 4610: 4609: 4604: 4598: 4595: 4594: 4592: 4591: 4586: 4581: 4576: 4571: 4566: 4561: 4556: 4551: 4546: 4541: 4536: 4530: 4528: 4522: 4521: 4519: 4518: 4513: 4508: 4503: 4498: 4493: 4488: 4483: 4478: 4473: 4468: 4466:Demonstrations 4463: 4458: 4453: 4451:Cancel culture 4448: 4443: 4438: 4433: 4432: 4431: 4420: 4418: 4412: 4411: 4409: 4408: 4403: 4398: 4393: 4388: 4383: 4378: 4373: 4368: 4363: 4358: 4352: 4350: 4346: 4345: 4338: 4337: 4330: 4323: 4315: 4309: 4308: 4297: 4285: 4267: 4266: 4260: 4259: 4248: 4247: 4245: 4244:External links 4242: 4241: 4240: 4233: 4226: 4216: 4207:online edition 4199: 4193: 4169: 4157: 4154: 4151: 4150: 4129: 4122: 4096: 4089: 4071: 4057: 4036: 4025:(1/2): 78–85. 4009: 3994: 3952: 3943: 3921: 3900: 3887: 3852: 3838: 3832:978-1555420932 3831: 3809: 3781: 3759: 3743: 3737: 3715: 3702: 3685: 3676: 3663: 3630: 3617: 3582: 3569: 3562: 3542: 3529: 3496: 3479: 3466: 3422: 3409: 3396: 3381: 3368: 3355: 3328: 3293: 3258: 3245: 3227:Tarver, Evan. 3219: 3172: 3156:"What is B2C?" 3147: 3123: 3120:. p. 134. 3108: 3061: 3043: 2994: 2976: 2933: 2921:www.netmba.com 2907: 2882: 2856: 2841: 2819: 2805: 2783: 2768: 2739: 2721: 2706: 2688: 2666: 2653: 2640: 2624: 2603: 2600:. McGraw-Hill. 2585: 2557: 2530:(2): 169–186. 2507: 2472: 2437: 2419: 2403: 2396: 2333: 2320:Drucker, Peter 2311: 2286: 2256: 2227: 2226: 2224: 2221: 2219: 2218: 2209: 2200: 2195: 2190: 2184: 2182: 2179: 2177: 2176: 2171: 2166: 2161: 2156: 2151: 2146: 2137: 2131: 2129: 2126: 2124: 2123: 2118: 2113: 2108: 2103: 2098: 2093: 2088: 2083: 2078: 2073: 2068: 2062: 2057: 2052: 2047: 2042: 2037: 2032: 2027: 2025:Meta marketing 2022: 2017: 2015:Micromarketing 2012: 2007: 2002: 1997: 1992: 1990:Macromarketing 1987: 1982: 1977: 1972: 1967: 1962: 1957: 1952: 1947: 1942: 1937: 1932: 1927: 1922: 1917: 1912: 1907: 1902: 1897: 1896: 1895: 1890: 1885: 1875: 1869: 1864:Main article: 1861: 1858: 1828: 1827: 1820: 1817: 1788: 1785: 1754: 1751: 1750: 1749: 1746: 1743: 1740: 1735: 1732: 1727: 1724: 1714: 1711: 1704:Marketing plan 1702:Main article: 1699: 1696: 1695: 1655: 1654: 1651: 1645: 1642: 1639: 1636: 1633: 1630: 1626: 1625: 1624: 1617: 1610: 1594: 1593: 1571: 1568: 1556: 1555: 1547: 1544:Differentiated 1541: 1527: 1526: 1520: 1514: 1508: 1494: 1493: 1487: 1481: 1475: 1470: 1465: 1459: 1453: 1421:Main article: 1418: 1415: 1414: 1413: 1410: 1409:Interpret data 1407: 1404: 1401: 1373:Main article: 1370: 1367: 1366: 1365: 1362: 1343: 1320:Macromarketing 1307:Main article: 1304: 1301: 1264: 1261: 1253:mass marketing 1247: 1244: 1234: 1231: 1204: 1201: 1200: 1199: 1164: 1159: 1144: 1137: 1125: 1120: 1105: 1098: 1095: 1083:Phillip Kotler 1039: 1036: 1032:marketing plan 1023:Main article: 1020: 1017: 1016: 1015: 1000: 999: 998: 992: 973:market economy 958: 957: 953: 942: 930:Main article: 927: 924: 923: 922: 919: 916: 912: 909: 905: 902: 899: 896: 893: 890: 880: 877: 868: 865: 859: 856: 848: 845: 844: 843: 840: 837: 834: 827: 826: 823: 820: 817: 814: 811: 808: 805: 793: 790: 785: 782: 767: 766: 753: 744: 715: 712: 708:marketing plan 664:product design 603: 602: 600: 599: 592: 585: 577: 574: 573: 570: 569: 564: 559: 554: 548: 545: 544: 541: 540: 537: 536: 531: 526: 521: 516: 511: 506: 501: 496: 491: 486: 481: 476: 471: 469:Drip marketing 466: 461: 456: 450: 447: 446: 443: 442: 439: 438: 433: 428: 423: 418: 413: 408: 403: 398: 393: 388: 383: 378: 373: 368: 363: 358: 353: 348: 342: 339: 338: 335: 334: 331: 330: 325: 320: 315: 310: 305: 300: 295: 290: 285: 280: 275: 270: 265: 260: 255: 250: 245: 243:Communications 240: 235: 230: 225: 220: 215: 210: 205: 199: 196: 195: 192: 191: 190: 189: 181: 180: 171: 168: 81: 80: 46: 44: 37: 15: 9: 6: 4: 3: 2: 5357: 5346: 5343: 5341: 5338: 5336: 5333: 5332: 5330: 5315: 5312: 5310: 5307: 5305: 5302: 5300: 5297: 5295: 5294:Media ecology 5292: 5290: 5287: 5285: 5282: 5278: 5277:United States 5275: 5274: 5273: 5270: 5268: 5265: 5264: 5262: 5258: 5252: 5251:Telemarketing 5249: 5247: 5244: 5240: 5237: 5236: 5235: 5232: 5230: 5227: 5225: 5222: 5220: 5217: 5215: 5212: 5211: 5209: 5207: 5203: 5197: 5194: 5192: 5189: 5187: 5184: 5182: 5179: 5177: 5174: 5172: 5169: 5167: 5164: 5162: 5159: 5157: 5154: 5152: 5149: 5147: 5144: 5143: 5141: 5139: 5135: 5129: 5126: 5124: 5121: 5119: 5116: 5114: 5111: 5109: 5106: 5104: 5101: 5099: 5096: 5094: 5091: 5089: 5086: 5085: 5083: 5081: 5077: 5071: 5068: 5066: 5063: 5061: 5058: 5056: 5053: 5051: 5048: 5046: 5043: 5041: 5040:Fearmongering 5038: 5036: 5033: 5031: 5028: 5026: 5023: 5021: 5018: 5017: 5015: 5013: 5009: 5003: 5000: 4998: 4995: 4993: 4990: 4988: 4985: 4983: 4980: 4978: 4975: 4973: 4970: 4968: 4965: 4963: 4960: 4958: 4955: 4953: 4950: 4948: 4945: 4943: 4940: 4938: 4935: 4934: 4932: 4930: 4926: 4920: 4917: 4915: 4912: 4910: 4907: 4905: 4902: 4900: 4897: 4895: 4892: 4890: 4887: 4885: 4882: 4880: 4879:False balance 4877: 4875: 4872: 4870: 4867: 4865: 4862: 4860: 4857: 4855: 4852: 4851: 4849: 4847: 4843: 4837: 4836:Word of mouth 4834: 4832: 4829: 4827: 4824: 4822: 4819: 4817: 4814: 4812: 4809: 4807: 4804: 4803: 4801: 4799: 4795: 4789: 4786: 4784: 4781: 4779: 4776: 4774: 4771: 4769: 4766: 4764: 4761: 4759: 4756: 4754: 4751: 4749: 4746: 4744: 4741: 4739: 4736: 4734: 4731: 4729: 4726: 4724: 4721: 4717: 4714: 4713: 4712: 4709: 4707: 4704: 4702: 4699: 4697: 4694: 4693: 4691: 4689: 4685: 4679: 4676: 4674: 4671: 4669: 4666: 4664: 4661: 4659: 4656: 4654: 4651: 4649: 4646: 4644: 4641: 4639: 4636: 4634: 4631: 4629: 4626: 4624: 4623:Broadcast law 4621: 4619: 4616: 4615: 4613: 4608: 4605: 4603: 4600: 4599: 4596: 4590: 4587: 4585: 4582: 4580: 4577: 4575: 4572: 4570: 4567: 4565: 4562: 4560: 4557: 4555: 4552: 4550: 4547: 4545: 4542: 4540: 4537: 4535: 4532: 4531: 4529: 4527: 4523: 4517: 4514: 4512: 4509: 4507: 4504: 4502: 4499: 4497: 4494: 4492: 4489: 4487: 4484: 4482: 4479: 4477: 4474: 4472: 4471:Deplatforming 4469: 4467: 4464: 4462: 4459: 4457: 4454: 4452: 4449: 4447: 4444: 4442: 4439: 4437: 4434: 4430: 4427: 4426: 4425: 4422: 4421: 4419: 4417: 4413: 4407: 4404: 4402: 4399: 4397: 4394: 4392: 4389: 4387: 4384: 4382: 4379: 4377: 4376:False balance 4374: 4372: 4369: 4367: 4364: 4362: 4359: 4357: 4354: 4353: 4351: 4347: 4343: 4336: 4331: 4329: 4324: 4322: 4317: 4316: 4313: 4306: 4302: 4298: 4295: 4290: 4286: 4284:at Wiktionary 4283: 4282: 4276: 4272: 4271: 4265: 4262: 4261: 4256: 4251: 4238: 4234: 4231: 4227: 4225: 4221: 4217: 4215: 4211: 4208: 4204: 4200: 4196: 4190: 4186: 4181: 4180: 4174: 4170: 4168: 4164: 4160: 4159: 4146: 4145: 4140: 4133: 4125: 4123:9780851992822 4119: 4115: 4110: 4109: 4100: 4092: 4086: 4082: 4075: 4067: 4061: 4054: 4047: 4040: 4032: 4028: 4024: 4020: 4013: 4005: 3998: 3990: 3986: 3982: 3978: 3974: 3970: 3963: 3956: 3947: 3939: 3935: 3928: 3926: 3918: 3914: 3910: 3904: 3897: 3891: 3883: 3879: 3875: 3871: 3867: 3863: 3856: 3849: 3842: 3834: 3828: 3823: 3822: 3813: 3796: 3792: 3785: 3778: 3774: 3768: 3766: 3764: 3756: 3750: 3748: 3740: 3734: 3729: 3728: 3719: 3712: 3706: 3699: 3695: 3689: 3680: 3673: 3667: 3656: 3652: 3648: 3641: 3634: 3627: 3621: 3613: 3609: 3605: 3601: 3597: 3593: 3586: 3579: 3573: 3565: 3559: 3555: 3554: 3546: 3539: 3533: 3526: 3522: 3518: 3514: 3510: 3506: 3500: 3493: 3489: 3483: 3476: 3470: 3462: 3458: 3453: 3448: 3445:(3): 407–28. 3444: 3440: 3433: 3426: 3419: 3413: 3406: 3400: 3392: 3385: 3378: 3372: 3365: 3359: 3351: 3347: 3343: 3339: 3332: 3324: 3320: 3316: 3312: 3308: 3304: 3297: 3289: 3285: 3281: 3277: 3273: 3269: 3262: 3255: 3249: 3234: 3230: 3223: 3215: 3211: 3207: 3203: 3199: 3195: 3191: 3187: 3183: 3176: 3161: 3157: 3151: 3143: 3139: 3132: 3130: 3128: 3119: 3112: 3104: 3100: 3096: 3092: 3088: 3084: 3080: 3076: 3072: 3065: 3057: 3053: 3047: 3036: 3032: 3028: 3024: 3020: 3016: 3012: 3005: 2998: 2990: 2983: 2981: 2972: 2968: 2964: 2960: 2956: 2952: 2948: 2944: 2937: 2922: 2918: 2911: 2896: 2892: 2886: 2871: 2867: 2864:Zhou, Julie. 2860: 2852: 2845: 2829: 2823: 2808: 2802: 2798: 2794: 2787: 2779: 2772: 2764: 2758: 2750: 2746: 2742: 2736: 2732: 2725: 2717: 2713: 2709: 2707:0-13-701557-7 2703: 2699: 2692: 2676: 2670: 2663: 2657: 2650: 2644: 2637: 2631: 2629: 2620: 2619: 2614: 2607: 2599: 2592: 2590: 2574: 2570: 2564: 2562: 2553: 2549: 2545: 2541: 2537: 2533: 2529: 2525: 2521: 2514: 2512: 2495: 2491: 2485: 2483: 2481: 2479: 2477: 2461: 2457: 2450: 2448: 2446: 2444: 2442: 2433: 2426: 2424: 2416: 2410: 2408: 2399: 2393: 2389: 2382: 2380: 2378: 2376: 2374: 2372: 2370: 2368: 2366: 2364: 2362: 2360: 2358: 2356: 2354: 2352: 2350: 2348: 2346: 2344: 2342: 2340: 2338: 2330:. p. 32. 2329: 2325: 2321: 2315: 2300: 2296: 2290: 2274: 2270: 2266: 2260: 2245: 2244: 2239: 2232: 2228: 2217: 2213: 2210: 2208: 2204: 2201: 2199: 2196: 2194: 2191: 2189: 2186: 2185: 2175: 2172: 2170: 2167: 2165: 2162: 2160: 2157: 2155: 2152: 2150: 2147: 2145: 2141: 2138: 2136: 2133: 2132: 2122: 2119: 2117: 2116:Web marketing 2114: 2112: 2109: 2107: 2104: 2102: 2099: 2097: 2094: 2092: 2089: 2087: 2084: 2082: 2079: 2077: 2074: 2072: 2069: 2066: 2063: 2061: 2058: 2056: 2053: 2051: 2048: 2046: 2043: 2041: 2038: 2036: 2033: 2031: 2028: 2026: 2023: 2021: 2018: 2016: 2013: 2011: 2008: 2006: 2003: 2001: 2000:Marketing mix 1998: 1996: 1993: 1991: 1988: 1986: 1983: 1981: 1978: 1976: 1973: 1971: 1968: 1966: 1963: 1961: 1958: 1956: 1953: 1951: 1948: 1946: 1943: 1941: 1938: 1936: 1933: 1931: 1928: 1926: 1923: 1921: 1918: 1916: 1915:B2B Marketing 1913: 1911: 1908: 1906: 1903: 1901: 1898: 1894: 1891: 1889: 1886: 1884: 1881: 1880: 1879: 1876: 1874: 1871: 1870: 1867: 1857: 1855: 1850: 1848: 1843: 1840: 1835: 1833: 1825: 1821: 1818: 1815: 1814: 1813: 1811: 1803: 1799: 1794: 1784: 1781: 1776: 1774: 1773: 1767: 1765: 1759: 1747: 1744: 1741: 1739: 1736: 1733: 1731: 1728: 1725: 1723: 1720: 1719: 1718: 1710: 1705: 1692: 1688: 1684: 1680: 1676: 1672: 1668: 1664: 1660: 1657: 1652: 1650:(direct mail) 1649: 1646: 1643: 1640: 1637: 1634: 1631: 1628: 1627: 1621: 1618: 1614: 1611: 1607: 1604: 1603: 1598: 1590: 1587: 1586: 1585: 1581: 1577: 1567: 1564: 1563: 1562: 1553: 1552: 1548: 1545: 1542: 1539: 1536: 1535: 1534: 1532: 1524: 1521: 1518: 1515: 1512: 1509: 1506: 1503: 1502: 1501: 1499: 1491: 1488: 1485: 1482: 1479: 1476: 1474: 1471: 1469: 1466: 1463: 1460: 1457: 1456:Psychographic 1454: 1451: 1448: 1447: 1446: 1444: 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marketing 855: 852: 847:B2C marketing 841: 838: 835: 832: 831: 830: 824: 821: 818: 815: 812: 810:Raw materials 809: 806: 803: 802: 801: 798: 792:B2B marketing 789: 781: 779: 775: 771: 764: 760: 758: 754: 751: 749: 745: 741: 739: 735: 734: 733: 730: 728: 727: 722: 711: 709: 705: 701: 697: 693: 689: 685: 681: 677: 673: 669: 665: 661: 657: 653: 648: 646: 640: 638: 633: 632:Philip Kotler 625: 621: 616: 612: 610: 598: 593: 591: 586: 584: 579: 578: 576: 575: 568: 565: 563: 560: 558: 555: 553: 550: 549: 543: 542: 535: 534:Word-of-mouth 532: 530: 527: 525: 522: 520: 517: 515: 512: 510: 507: 505: 504:Point of sale 502: 500: 497: 495: 492: 490: 487: 485: 482: 480: 477: 475: 472: 470: 467: 465: 462: 460: 457: 455: 452: 451: 445: 444: 437: 434: 432: 429: 427: 424: 422: 419: 417: 414: 412: 409: 407: 404: 402: 399: 397: 394: 392: 389: 387: 384: 382: 379: 377: 374: 372: 369: 367: 364: 362: 359: 357: 354: 352: 349: 347: 344: 343: 337: 336: 329: 326: 324: 321: 319: 316: 314: 311: 309: 306: 304: 301: 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