Marketing Literature Review This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff. Each issue of this section represents three months of entries into the database. JM thanks UMI for use of the ABI/INFORM business database. Each entry has an identifying number. Cross-references appear immediately
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LITERATURE REVIEW Definition of ’Brand Awareness ’ The likelihood that consumers recognize the existence and availability of a company ’s product or service. Creating brand awareness is one of the key steps in promoting a product Brand Awareness is the extent to which a brand is recognized by potential customers‚ and is correctly associated with a particular product. Expressed usually as a percentage of target market‚ brand awareness is the primary goal of advertising in
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LITERATURE REVIEW Table of Contents Page • Marketing as a management Function 3 • Integration of marketing Function 7 • Changes in Business Environment 10 • Marketing Challenges 15 • Bibliography 21 Marketing as a Management Function Marketing as a management function which in its simplest term refers to the basic functions of management namely planning‚ organizing‚ leading and controlling (POLC). These four functions are necessary for the achievement
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Literature Review on Marketing This part of the thesis deals with the research and critical comments on various literatures related with the marketing activities that can be implemented by a firm to improve their business performance. Marketing Strategy: According to Ferrell and Hartline (2010) Marketing Strategy is both art and science where the firm finds or plans ways to deliver their value by fulfilling the needs & wants of their potential customers. This helps in determining the marketing mix
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specialty stores are swiftly replacing the traditional formats dramatically altering the retailing landscape in India. Different retail formats are present in the market. Brands or retailers decide the formats based on their products. Brands generally consider three types of retail formats: Exclusive brand outlet‚ large format store‚ Multi brand outlet. India is the third-most attractive retail market for global retailers among the 30 largest emerging markets‚ according to US consulting group AT Kearney’s
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LITERATURE REVIEW In recent days India is witnessing a change in consumerism. The market is now predominantly Consumer driver. The focus is shifting for product based marketing to need based marketing. Consumer is given many options to decide. Two wheeler segment is no exception to this general trend. An effective market communication is imperative for reaching the target audience. So it is important that we study the consumer perceptions and behavior of the two wheeler owners which with give
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Fear‚ Pain and Perception by XXXXX XXXXXXXX Sensation and Perception Literature Review Psychology 325 18 April 2004 Fear and pain constitute two of the most commonly misinterpreted concepts in human perception. When we are in a state of fear can we sense pain more or less acutely? It is commonly believed that amygdalitic coherence channels pain from the so-called ’fear centers’ via the relatively well understood epineuronic and pseudoneuronic mechanisms. Yet‚ there is little understanding
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LITERATURE REVIEW : INFLUENCER MARKETING INTRODUCTION Influencer marketing has emerged as one of the fastest-growing social marketing practices as brand marketers look to connect with consumers and customers in meaningful and authentic ways often through the collective voice of active bloggers that are passionate and vocal about the brands they love. It represents a form of Word of Mouth marketing‚ which we define as an unpaid form of promotion – oral or written- in which satisfied consumers tell
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recent marketing literature. In the past decade marketers have been arguing about the role of internet in marketing. In the start marketers used internet as communication tool but as time passed they realized the true potential of internet and the idea of Internet marketing evolved. Smith and Chaffey (2005) give a short and basic definition of Internet marketing as “Achieving marketing objectives through use of electronic communication technology”. According to Hoge (1993)‚ Internet marketing is the
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Contents Article 1: Marketing Myopia 3 Article 2: An Integrated View of Marketing Myopia 4 Article 3: Beyond Marketing Myopia: The Service of Small Railroads 5 Article 4: Futuristics: Reducing Marketing Myopia 6 Article 5: Reconsidering the Classics: Reader Response to "Marketing Myopia" 7 Article 6: Global Marketing Myopia 8 Article 7: Editorial: Marketing Myopia 9 Article 8: Extending the marketing myopia concept to promote strategic agility 10 Article 9: The New Marketing Myopia 11 Article
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