Marketing Management

Differentiation Among Few Concepts Marketing as an academic discipline and as practice entails the use of similar yet distinct concepts, which create ambiguity. Four such

What is Logistics? Logistics has always been a central and essential feature of all economic activities. The concept of logistics as an integrative activity in

Personal selling involves a face to interaction with the customers wherein there is quick response and personal confrontation. This allows for more specific adjustments to

What is Publicity? Publicity is defined as the ‘non-personal stimulation of demand for a product, service or business unit by planting commercially significant news about

Planning – Designing the Bl Ueprint For the Future Planning is the process of designing the blueprint for the future. The future of marketing in

Strategic Planning at Business Unit Level After the corporate plan is made, companies go for business unit-level planning. The business unit plan comes out of

Demand Estimation and Measurement An accurate estimate of the demand or the response of demand to change in price or other explanatory variables is very

What is Product? A product has different layers like an onion and each of the layers contributes to the make of the product. Every marketer

Consumer Adoption Process Let us now discuss how consumers accept the new products. This discussion will help us in understanding the process of new product

Value Networks The channel members augment the distribution function in indirect marketing. They are involved in various kinds of flows. Some of these flows are