References: 1. Kotler‚ P.‚ and Armstrong‚ G.‚ 1997. Marketing: an Introduction. 4th ed. Harlow: Prentice Hall. 2. Wright‚ R.‚ 1999. Marketing: Origins‚ concepts‚ Rnvironment. 1st ed. London: Thomson Learning. 3. Doyle‚ P.‚ 2000. Value-based Marketing: Marketing Strategies
Premium Marketing Brand Brand management
References: - Richard R.Still & Edward W. Cundiff; Sales Management Decisions‚ strategies & Cases‚ 5th ed. Prentice – Hall of India‚ New Delhi; 2002 - Philip Kotler & Gary Armstrong; Principles of Marketing‚ 12th ed. Prentice – Hall of India‚ New Delhi; 2007 - Philip Kotler & Gary Armstrong; Principles of Marketing‚ 10th ed. Prentice – Hall of India‚ New Delhi; 2002 - Geoff Lancaster & Paul Reynolds; Marketing‚ Palgrave – Macmillan‚ USA; 2004
Premium Marketing
References: Housing Industry association (2011)‚ An introduction to PESTLE analysis Kotler‚ Phillip and Gary Armstrong (2006)‚ Principles of Marketing Narayanan‚ V. and Fahey‚ L. (1994) “Macro-environmental analysis: understanding the environment outside the industry”.
Premium Marketing
An executive summary for managers and executive readers can be found at the end of this article Commercializing intellectual property: a university-industry alliance for new product development Cyril M. Logar Professor of Marketing‚ West Virginia University‚ Morgantown‚ West Virginia‚ USA Thomas G. Ponzurick John R. Spears Professor of Marketing‚ Department of Marketing‚ West Virginia University‚ Morgantown‚ West Virginia‚ USA Research Associate‚ West Virginia University‚ Morgantown‚ West
Premium Private sector New product development Marketing
United States to have a coffee house for customers. The idea was to have a setting of Italian elegance‚ a personal treat and a social gathering spot.(Keller & Kotler‚2012). Starbuck has worked tremendously hard to store an image that it has become the most frequently visited retailer in United States with an average of 18 times a month (Kotler & Keller‚2012). Starbucks is known as a responsible company since it started its operation in 1971. It has been a leader in its social responsibility at giving
Premium Social responsibility Sociological terms Business ethics
uk * Brassington‚ F and Pettittt‚ S‚ (2003)‚ Principles of Marketing‚( 3rd Edn)‚ P72‚ 74‚ 75 Gosport‚ Prentice Hall * Kotler‚ P and Armstrong‚ G‚ (2008)‚ Principles of Marketing‚ (12th Edn)‚ P39‚ 155‚ 160‚ 195‚ 203‚ New Jersey‚ Prentice hall‚ * Kotler‚ P and Keller‚ K. L‚ (2009)‚ Marketing Management‚ (13th Edn)‚ P69‚ 89‚ 53‚ 248‚ 255‚ London‚ Prentice Hall‚ * Kotler‚ P.‚ Armstrong‚ G.‚ Wong‚ V and Saunders‚ P‚ (2008)‚ Principles of Marketing‚ (5th European Edn)‚ P532‚533‚ Harlow‚ Prentice
Premium Marketing
References: [1]. Kotler‚ P‚ & Keller‚ k‚ Marketing Management (13th ed.‚ fifth impression‚ p.406). (2011)‚ Upper Saddle River‚ NJ: Prentice Hall. [2]. Kotler‚ P‚ & Keller‚ k‚ Marketing Management (13th ed.‚ fifth impression‚ p.402). (2011)‚ Upper Saddle River‚ NJ: Prentice Hall. [3]. Kotler‚ P‚ & Keller‚ k‚ Marketing Management (13th ed.‚ fifth impression‚ p.422). (2011)‚ Upper Saddle River‚ NJ: Prentice Hall. [4]. Kotler‚ P‚ & Keller‚ k‚ Marketing Management
Premium Marketing
reach a customer. Those environments are microenvironment and macroenvironment. Microenvironment is everyone and everything that surrounds the company and either helps or hinders the company’s ability to serve its intended customer (Armstrong & Kotler‚ 2009‚ Pg. 65). This environment is made up of suppliers that provide the materials to make the bulletproof vests all the way to the competitors and the products that they are selling. The next environment is the macroenvironment which includes the
Premium Marketing Economics Economy
marketing as "the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client" (p. 6). However‚ Kotler and Keller (2009) stated one of the shortest definitions is "meeting needs profitably" (p. 5). The author’s definition of marketing includes all of the activities a business accomplishes to identify customers‚ products and services that will fill
Premium Marketing Customer service Customer
to be usable in the long run? There are different differentiation strategies for the company to choose between it can be product differentiation‚ service differentiation‚ personnel differentiation‚ channel differentiation and image differentiation.(Kotler and Keller‚ 2007). Further the company can chose to have a unique marketing mix or retail mix. The retail mix consists of merchandise price‚ advertising and promotion‚ costumer services and store design. In order to overcome the different challenges
Premium Management Strategic management Organization