Nature of Organisational Buyer Behaviour Organizations buy buildings, plants, office equipment, furniture, supplies, raw material, packaging material, products for resale, and such services as insurance,
Marketing Channels A marketing channel is a system of relationships existing among businesses that participate in the process of buying and selling products and services.
Strategic Corporate Planning by Top Management A marketing plan comes from both the overall strategic plan and business unit level plan of the organization. Top
The results of marketing research will help in taking a decision about the existing products and services of the firm. If a product is not
What is External Environment Marketing? External environment in marketing refers to the set of external factors or forces that affect a company’s ability to market
Analysing Industry and Competition Often, however, managers define competition too narrowly, as if it occurred only among today’s direct competitors. Yet competition for profits goes
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
