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Marketing as an Exchange Process Marketing as an exchange process has gained significance over the years, as it has tried to conceptualise marketing behavior. We

Table of Contents1 Models of Communication1.1 Aida Model1.2 Levidge and Steiner Model1.3 Hierarchy of Effects Model1.4 Innovation-adoption Model1.5 Information Processing Model1.5.1 Implications for Managers Models

Table of Contents1 What is Marketing Management Process?2 Marketing Management Steps2.1 Identifying Customer Needs (Market Analysis)2.2 Segmentation2.3 Targeting2.4 Develop Marketing Strategies (Marketing Planning)2.5 Implementation of

Table of Contents1 Public Relations2 Objectives Of the Public Relations Program3 Tools of Public Relations3.1 Press Releases3.2 Fact Sheets3.3 Press Kits3.4 Video News Releases3.5 Employee/Member

Digital Marketing Technological developments, such as the telephone, television, personal computers, etc. have influenced marketing in a large number of ways. The latest and perhaps

Table of Contents1 Direct Marketing2 Direct Marketing Techniques2.1 Direct Mail2.2 Catalogues2.3 Broadcast Media2.4 Print Media2.5 Telemarketing2.6 Electronic Shopping2.7 Direct Selling Direct Marketing Direct marketing is

Table of Contents1 Advertising1.1 Generating Awareness (Informing):1.2 Creating Favourable Attitude (Persuasion for Attitude Formation):1.3 Managing Customer Loyalty (Reinforcement of the Desired Behaviour):2 Major Players in

Table of Contents1 Influences on Buying Decisions2 Variables of Influencing Business Buyer’s Decisions2.1 Environmental Variables2.2 Organizational Variables2.3 Interpersonal Variables2.4 Individual Variables Influences on Buying Decisions

Table of Contents1 What is Organizational Buying Process?2 Buying Decision Process2.1 Recognizing an Organisational Need2.2 Determining Product Specifications2.3 Identifying Suppliers2.4 Information Search and Supplier Evaluation2.5