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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? .
Company orientations toward marketplace The Production concept The Product concept The Selling concept The Marketing concept The Holistic Marketing concept ± Relationship marketing. integrated marketing. internal marketing. socially responsible marketing .
Marketing Information systems .
II.Marketing Information systems I. IV. Internal Company Records Marketing Intelligence activities Marketing Research Marketing Decision Support analysis . 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 .