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Philip Kotler is an American marketing author, consultant, and professor emeritus who popularized the definition of marketing mix and created the field of social marketing. He is regarded as "The Father of Modern Marketing" by many scholars and has written over 80 books on various topics related to marketing.
A marketing information system (MIS) is a system that supports marketing decision making with data from internal and external sources. Learn about the definition, importance, relevance, structure, and components of MIS, and how it differs from marketing research.
Learn what marketing management is, how it applies marketing orientation, techniques and methods inside enterprises and organizations, and how it manages marketing resources and activities. Explore the key concepts, tools and methods of marketing management, such as SWOT analysis, brand audit, marketing strategy and positioning.
Megamarketing is a term coined by U.S. marketing academic, Philip Kotler, [1] [2] [3] to describe the type of marketing activity required when it is necessary to manage elements of the firm's external environment (governments, the media, pressure groups, etc.) as well as the marketing variables; Kotler suggests that two more Ps must be added to the marketing mix: public relations and power.
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers. Learn about the four key components of the marketing mix (product, price, place, promotion), the origins and evolution of the concept, and the variations for services marketing.
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. Thus, when top management is devising the firm ...