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Marketing is an organisational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders -American Marketing Association
4Ps Product Price Place Promotion .
WHAT CAN BE MARKETED? .
socially responsible marketing . internal marketing.Company orientations toward marketplace The Production concept The Product concept The Selling concept The Marketing concept The Holistic Marketing concept ± Relationship marketing. integrated marketing.
Marketing Information systems .
II. Internal Company Records Marketing Intelligence activities Marketing Research Marketing Decision Support analysis .Marketing Information systems I. IV. III.
I) Internal Company Records Order to payment cycle Sales information systems Databases .
II) Marketing Intelligence activities Sources to everyday information about marketing environment and the development in it. .
III) Marketing Research Process Define problem and research objectives Develop the research plan Collect the information Analyse the information Present the findings Make the decision .
Marketing Decision support systems Software aiding various marketing decisions .