SOCIAL MARKETING Anmol.Shakhla – 38 Vaishnavi.Shanker - 39 “We must fundamentally change the way young people interact with their news. Instead of getting depressed when they read the news, they should become empowered.” * Bryan Mooser “It’s easy to make a buck. It’s a lot tougher to make a difference.” * Anonymous Social Marketing is the systematic application of marketing, along with other
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Institute of Management Bangalore Customer Relationship Management Faculty: Prof. G. Shainesh Room C-103, Tel : 3334 Term IV PGP (2014-15) 3 Credit Course Background – Businesses aim to win and keep customers. Its competitors also seek to do the same. Most successful firms have developed capabilities for attracting customers through their marketing programs. But they have shown mixed results when it comes to retaining these customers. Customer Relationship Management helps businesses
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CUSTOMER JOURNAL OF BEHAVIOUR The influences of social e-shopping in enhancing young women’s online shopping behaviour Charles Dennis, Brunel University, UK* Alesia Morgan, UltraSoft Technologies Ltd., UK Len Tiu Wright, Business School, De Montfort University, UK Chanaka Jayawardhena, Loughborough University Business School, UK Abstract The background to this paper is that shoppers, particularly women, are motivated by a variety of different reasons, including socialising and enjoyment
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OVERVIEW OF MARKETING MODULE -1 OVERVIEW OF MARKETING OVERVIEW OF MARKETING 1 LEARNING OBJECTIVES After reading this module, students should: Know why marketing is important Know what is the scope of marketing Know some of the fundamental marketing concepts Know how marketing management has changed Know what are the necessary tasks for successful marketing management Know scope and importance of marketing Know what are the recent trends of marketing Know what
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(1999), Duncan and Moriarty’s (1998), Reukert and Walker (1987), Moenaert, Souder, DeMeyer and Deschoolmeester (1994), Clark and Fujimoto (1991) and Sriram, Krapfel and Spekman (1992). According to Leahy (2003a:3) management expects to measure effects which simply means that management expects result in all aspects of the organization including communication. However the issue of contribution and more specifically the precise value of what communication contributes, or the impact it has on the success
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are linked to customer needs. Those businesses that adopt this marketing concept are more likely to succeed when they are combined with growth and differential strategies [Pelham, 2000]. The market-orientated strategic postures of successful small businesses are moderated by the needs of customer-led day-to-day activities. Successful small businesses are those that can wisely balance these two perspectives, market orientation and customer-led, the present with the future. A small business’s
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the steps in the decision-making process. The study must go beyond the explicit act of purchase to include an examination of less observable processes, as well as a discussion of why, where, and how a particular purchase occurs. Domestically, marketing scholars have employed a variety of techniques and concepts, including the cultural approach, to study consumer behavior. Yet consumer study on an international basis has employed the cultural approach almost exclusively without much regard for other
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fiscal year 1992-1993 brought EuroDisney a loss of nearly $1 billion. Mickey, a major promotion tool of Disney management did not create reason or attraction enough for the European community, unlike at the sister theme park Tokyo Disneyland. European families found EuroDisney to be an “over-rated” promotion of American culture and lifestyle, contrary to what was seen by Disney's management as a family affair. In the initial years of operation this led to an overestimation of expected revenue and
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1 1 Defining Marketing for the 21st Century What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2 What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing
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10.1007/s11747-011-0279-9 Marketing and business performance Neil A. Morgan Received: 28 July 2011 / Accepted: 1 August 2011 / Published online: 20 August 2011 # Academy of Marketing Science 2011 Abstract Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question
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