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 .


socially responsible marketing .Company orientations toward marketplace      The Production concept The Product concept The Selling concept The Marketing concept The Holistic Marketing concept ± Relationship marketing. internal marketing. integrated marketing.

Marketing Information systems .

IV.Marketing Information systems I. Internal Company Records Marketing Intelligence activities Marketing Research Marketing Decision Support analysis . III. II.

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 .

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