• Essay
    products and services or for resale to others (Kotler and Armstrong, 2005). ICT and its Strategic Importance to Business The importance of ICT as a strategic tool is a moderating factor in determining the customer loyalty. The information revolution is sweeping through the economies. No...
    Premium 5871 Words 24 Pages
  • Customer Retention in Telecom Industry
    Technologies to Win the Customers You Want and Keep Them Forever, New York, NY : John Wiley and Sons Publishers Kotler P. and Armstrong G., (2005), Principles of Marketing New Delhi, India : Prentice Hall Publishers. Lovelock C. H., and Wright L., (2002), Principles of Service Marketing and...
    Premium 5868 Words 24 Pages
  • Don't Keep Your Shelves Empty
    research instrument post which few changes were implemented to fine tune the questionnaire. All the questions were multiple choice questions where the number of options ranged from 2 to 5. • The data which was collected was punched in MS Excel and the data was analyzed with the help of different...
    Premium 2250 Words 9 Pages
  • Csr as a Marketing Tool in the Banking Sector
    , “Marketing research- an applied approach”, 6th Ed., McGraw- Hill. • Kotler, P. and Armstrong G. 1999, “Principles of Marketing”, 8th Ed., Prentice Hall. • The potential business benefits of corporate social responsibility available from: http://www.articlesbase.com/corporate-articles/the-potential...
    Premium 5206 Words 21 Pages
  • Fashion
    questions which leads to the purpose and delimitations of the paper. 1.1. Background Marketing Marketing is the transfer of information from companies to customers which aims to generate in an exchange of value which gives the company and its shareholders higher returns. (Kotler & Keller 2006...
    Premium 18709 Words 75 Pages
  • Marketing Mix
    must then design the actual product and find ways to augment it in order to create the bundle of benefits that will best satisfy consumers. Source: Armstrong, Gary and Kotler, Philip. Principles of Marketing, 7th Edition. Prentice-Hall International, Inc. 1996 IE 153—WSWX Page 2 Product...
    Premium 8923 Words 36 Pages
  • Customer’s Behaviour in E-Commerce in China
    from figure 11. This question was a multiple choice. It seemed that most respondents answered clothes, hats and shoes which accounted for 73.11% of the total respondents. The second largest category was cosmetics which took 66.39% of the total respondents. The categories of products for daily use...
    Premium 17672 Words 71 Pages
  • Hellman Annika Jantunen
    of activities, such as: advertising, sales promotion, public relations, and direct selling. In figure 2 the four elements adapted from Holloway (2004) are presented. (Holloway 2004, 53; Kotler & Armstrong 2010, 76.) 15 FIGURE 2. The traditional four P’s of the marketing mix (Holloway 2004...
    Premium 10433 Words 42 Pages
  • Hello
    Central Role of Strategic Planning 41 40 MARKETING INSIGHT Views on Marketing from Chief Executive Officers 42 ISBN: 0-536-91520-2 MARKETING INSIGHT Keys to Long-Term Market Leadership 43 xi Marketing Management, Twelfth Edition, by Philip Kotler and Kevin Lane Keller. Published by...
    Premium 10485 Words 42 Pages
  • Online Consumer Behavior
    groups such as family, friends, reference groups, and society in general. Buyers’ characteristics are important theories from Kotler and Armstrong (2007) and it explains the way that the consumer interprets and receives stimuli from advertisements. The decisions of...
    Premium 8556 Words 35 Pages
  • critical analysis of apple's marketing strategies
    . Zinkmund, W. (2000). "Business Research Methods" [6th edition].Orlando: The Dryden Press 3. Kotler P, Armstrong G, Saunder J and Wong V.(1999)."Principle of marketing'. [2nd edition]. England; prentice hall.pg 142 4. Ghauri, P and Gronhaug, K. (2005) "Research Methods in Business Studies...
    Premium 15013 Words 61 Pages
  • Hsdfh
    to capture value from customers in return. (Principles of Marketing, 14e, Kotler and Armstrong, 2012) Marketing: The activity , set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at...
    Premium 4085 Words 17 Pages
  • Ice Cream
    identifying a distinct group of consumers whose purchasing behavior differs from others in certain important ways (Armstrong and Kotler, 2010). The purpose of segmentation is to optimize the fit between the purchasing behavior of customers in a given segment and the marketing mix. Marketing Mix Strategies...
    Premium 5214 Words 21 Pages
  • reserch paper
    Food Quality and Preference, The study involved consumers at different stages of development and highlights the importance of adopting a “sensory marketing approach,” said the researchers from French research organization Adrian, the University of Rennes. “Companies need to continuously innovate to...
    Premium 5781 Words 24 Pages
  • Green Marketing
    distribution they use different packaging materials and levels of packaging. 1.2 Statement of the Problem Green marketing is in the focus of present marketing practice due to the pressure that arise from inclined environmental awareness in the global climate change. According to P. Kotler...
    Premium 9477 Words 38 Pages
  • Hospitality Management
    sensitive questions for the respondents. Questionnaire design: The questionnaire produced consists of several elements of the standard questionnaire design. Many questions were multiple choices and closed ended questions stemming from: * Fixed alternative items * Itemised rating scale...
    Premium 14595 Words 59 Pages
  • Yes I Do
    Edition, New Jersey. Armstrong, Gary and Kotler, Philip (2010), 'Principles of Marketing’, Prentice Hill, 13th Edition, New Jersey. Bachmann, Dieter (2008), ‘Supermarkets on the rise’, The Daily Star, December 26, 2008. Food Marketing Institute, 2000. ‘Supermarkets offer More Services and Product...
    Premium 4687 Words 19 Pages
  • Standardization & Adaptation
    . (Kotler, 2008) On the other hand, globalization creates also tremendous marketing challenges (Keegan & Schlegelmilch, 2001). Among those, the execution of global marketing research may differ substantially from the process of domestic research; also global market researchers are faced with broader...
    Premium 15051 Words 61 Pages
  • Proposal
    by Philip Kotler is one of the best known and most read marketing books of all time. With the first edition being from 1967, currently there are 13 editions of this book available; this book has been able to stand the test of time. This is done by continuous updates to keep up with the latest...
    Premium 7258 Words 30 Pages
  • Sedco
    suggested by numerous authors has different number of stages. For the purpose of the study three NPD processes will be analysed. 2.3.1 Kotler’s NPD process [pic] Source: Kotler (1999:236) Marketing management 10th edition Kotler’s NPD process is different from other NPD processes in that...
    Premium 18422 Words 74 Pages