Principles and Practices of Marketing
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This document discusses the principles and practices of marketing, focusing on effective promotional techniques and marketing theories. It analyzes the case of Tesla and its marketing strategies. The document provides study material and solved assignments on marketing.
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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Evaluation and understanding of effective promotional techniques...........................................1
Evaluation and execution of marketing theories.........................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Evaluation and understanding of effective promotional techniques...........................................1
Evaluation and execution of marketing theories.........................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9
INTRODUCTION
In order to increase the awareness of brand, products and services it is necessary for the
business to take the usage of adequate strategies and approaches in order to meet desired goals
and objectives. Marketing is the collection of activities that has been undertaken by the company
in order to promote buying and selling of goods and services. This is an prominent action though
which, company attract potential customer towards its offering with the support high quality
messaging through usage of several tools and methods (Alqahtani and Uslay 2020). The major
motive of marketing is to provide stand-alone value to audience with the prominent support of
content for long term goal of improving product value, strengthening brand loyalty and higher
sale and profitability. Moreover, thus process has been successfully completed with the help of
market research, analysis and proper understanding of customers preference and requirement.
Marketing has been concerns with all aspects of business that also includes product development,
distribution method, sales and advertisement. This reports id based on Tesla which is an
American based electric vehicle and clean energy company with headquarter in Palo, alto
California. This company is specialise in selling electric cars, battery storage, solar panel and
solar rood tiles along with related products and services. The below report includes, analysis and
understanding of effective marketing solutions while using strategies and tactical plans and
evaluation of effectiveness of marketing theories.
MAIN BODY
Evaluation and understanding of effective promotional techniques.
To set the brand apart from its competitors business has been used various strategy and
promotion is one of the major factor that help business to increase awareness for products and
services within market place. Promotion is define as the any kind of marketing communication
which has been used by the company in order to inform target customers about the features and
benefits of product, services and brand (Bandyopadhyay and Ray 2019). Promotion is very
crucial for business as without this company will not get customers and without them ether us no
sense to establish business. Its is one of the marketing tool, through which marketers try to
influence and convince people to buy product from them. This techniques of marketing develops
a interest in the mindset of customers and this will also provides support in to retain them as
loyal customers. This has been used by the business in order to enhance its brand and public
1
In order to increase the awareness of brand, products and services it is necessary for the
business to take the usage of adequate strategies and approaches in order to meet desired goals
and objectives. Marketing is the collection of activities that has been undertaken by the company
in order to promote buying and selling of goods and services. This is an prominent action though
which, company attract potential customer towards its offering with the support high quality
messaging through usage of several tools and methods (Alqahtani and Uslay 2020). The major
motive of marketing is to provide stand-alone value to audience with the prominent support of
content for long term goal of improving product value, strengthening brand loyalty and higher
sale and profitability. Moreover, thus process has been successfully completed with the help of
market research, analysis and proper understanding of customers preference and requirement.
Marketing has been concerns with all aspects of business that also includes product development,
distribution method, sales and advertisement. This reports id based on Tesla which is an
American based electric vehicle and clean energy company with headquarter in Palo, alto
California. This company is specialise in selling electric cars, battery storage, solar panel and
solar rood tiles along with related products and services. The below report includes, analysis and
understanding of effective marketing solutions while using strategies and tactical plans and
evaluation of effectiveness of marketing theories.
MAIN BODY
Evaluation and understanding of effective promotional techniques.
To set the brand apart from its competitors business has been used various strategy and
promotion is one of the major factor that help business to increase awareness for products and
services within market place. Promotion is define as the any kind of marketing communication
which has been used by the company in order to inform target customers about the features and
benefits of product, services and brand (Bandyopadhyay and Ray 2019). Promotion is very
crucial for business as without this company will not get customers and without them ether us no
sense to establish business. Its is one of the marketing tool, through which marketers try to
influence and convince people to buy product from them. This techniques of marketing develops
a interest in the mindset of customers and this will also provides support in to retain them as
loyal customers. This has been used by the business in order to enhance its brand and public
1
image which is essential for future growth and longer sustainability. Moreover there are various
type of promotional activities which has been used by Tesla in order to make aware and
recognise its brand at market place.
At customer facing touchpoints:
This is refers to the places at which customers interact with brands rather then channels
that are the planned points of interaction. Its is also define as any interaction from which
customers alter the way that target audience feels about the product, services or brand. In order to
improve the interaction with the customers it is necessary for the Tesla company to understand
what are those interaction and where they take place with knowing this it is not possible to
implement the improvement in touchpoints(Baptista, Alves and Pinho, 2020). This is important
for Tesla to focus on interaction points so that better customers experience can be provides and
this will also help in to retain the customer for longer period of time. But before this business has
to understand the need for these interaction so that it can be develop in adequate manner that
produce positive outcomes.
External spaces:
This is define as the medium by which business makes their customers aware about their
goods and services along with this it has been also utilise to promote company's brand and value
rather then just item. With the support Tesla will induce prominent outcomes which will help in
to enhance sales, probability and brand awareness across the larger geographical area. There are
2
type of promotional activities which has been used by Tesla in order to make aware and
recognise its brand at market place.
At customer facing touchpoints:
This is refers to the places at which customers interact with brands rather then channels
that are the planned points of interaction. Its is also define as any interaction from which
customers alter the way that target audience feels about the product, services or brand. In order to
improve the interaction with the customers it is necessary for the Tesla company to understand
what are those interaction and where they take place with knowing this it is not possible to
implement the improvement in touchpoints(Baptista, Alves and Pinho, 2020). This is important
for Tesla to focus on interaction points so that better customers experience can be provides and
this will also help in to retain the customer for longer period of time. But before this business has
to understand the need for these interaction so that it can be develop in adequate manner that
produce positive outcomes.
External spaces:
This is define as the medium by which business makes their customers aware about their
goods and services along with this it has been also utilise to promote company's brand and value
rather then just item. With the support Tesla will induce prominent outcomes which will help in
to enhance sales, probability and brand awareness across the larger geographical area. There are
2
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various type of external space promotional methods and some of them has been discussed below
in context to Tesla:
Sales promotion: This has been associated with the all kind of marketing tools which
has been sued to communicate with customers in order to increase sales. This has been takes
place through various methods such as email marketing, text messages, promotional letters etc.
in which Tesla is focusing on the word of mouth advertisement and referrals(Borders and Lester,
2020). Which is one of most powerful tool of sales promotion, Tesla did not directly marketing
to customers as it has used the strategy by which it encourages others namely customers to do
promotion and selling for them. This strategy has turns Tesla's customers into marketer as
because company provides them great products and develop amazing experience while
purchasing and owning that product.
Billboards: A billboard is one of the large outdoor advertisement method which are
situated at high traffic areas for instance along side busy road so that it can be noticed by
everyone which are crossing out there. Though this company is able to attract potentilla
customers and improve the sales.
Digital platforms:
Digital platform is define as the component of marketing which has been has been with
the adequate usage of internet and online based digital technologies like mobile phone, desktop
computer and other digital platforms and media. With the support of this, company get higher
reach to customers in a manner which is cost effective and measurable. There are various type of
digital platforms for marketing which has been explained below in context to tesla:
Website: This is refers to the collection of pages along with the related content which has
been identified by common domain name and ned to be publish on at-least one web server. This
has been utilised by the company in order to promote goods, services and brands. Generally this
is not use for the purpose of sale, it has been uses by company to make customers aware and
engaged with organisation (Fard and Amiri,2018). Website contains everything about company
when it has been started to till now, whatever they have achieved, their objectives, mission and
vision and about their offerings along with quality standards this help in to build trust and in to
maintain good relationship with customers.
3
in context to Tesla:
Sales promotion: This has been associated with the all kind of marketing tools which
has been sued to communicate with customers in order to increase sales. This has been takes
place through various methods such as email marketing, text messages, promotional letters etc.
in which Tesla is focusing on the word of mouth advertisement and referrals(Borders and Lester,
2020). Which is one of most powerful tool of sales promotion, Tesla did not directly marketing
to customers as it has used the strategy by which it encourages others namely customers to do
promotion and selling for them. This strategy has turns Tesla's customers into marketer as
because company provides them great products and develop amazing experience while
purchasing and owning that product.
Billboards: A billboard is one of the large outdoor advertisement method which are
situated at high traffic areas for instance along side busy road so that it can be noticed by
everyone which are crossing out there. Though this company is able to attract potentilla
customers and improve the sales.
Digital platforms:
Digital platform is define as the component of marketing which has been has been with
the adequate usage of internet and online based digital technologies like mobile phone, desktop
computer and other digital platforms and media. With the support of this, company get higher
reach to customers in a manner which is cost effective and measurable. There are various type of
digital platforms for marketing which has been explained below in context to tesla:
Website: This is refers to the collection of pages along with the related content which has
been identified by common domain name and ned to be publish on at-least one web server. This
has been utilised by the company in order to promote goods, services and brands. Generally this
is not use for the purpose of sale, it has been uses by company to make customers aware and
engaged with organisation (Fard and Amiri,2018). Website contains everything about company
when it has been started to till now, whatever they have achieved, their objectives, mission and
vision and about their offerings along with quality standards this help in to build trust and in to
maintain good relationship with customers.
3
Social media platform: This is the method of marketing through the use of social media
platforms in order to promote a product and services. Social media help in to connect company
with audience to build brand, increase sales and awareness along with this, also drive websites
traffic. This marketing has been involves publishing content related to offerings, listen to
followers and engage them company profile. It provides support in to better understand the
trends and preference which consumers has been following. In the perspective of Tesla, with
this, it will be able to develops relationship with consumers, make them engage with company.
Through this company will get higher reach of customers and will improve overall proficiency
of marketing campaign.
Content marketing: This is a strategic marketing strategy that has been associated with
creating and distributing valuable , relevant and consistent content in order to attract and retain
customers and for drive profitable customers actions. This has been attract potential customers
thorough development and sharing of valuable and knowledgeable free content. It will help Tesla
in to create sustainable brand loyalty, offers information to consumers so that they become
familiar to brand and develops willingness in customers for purchase products from company in
future(Hole, Pawar and Bhaskar 2018). This has been starts from identifying g customers needs
and requirements and on the basis of that company presented the information in several formates
such as new, video white paper, e-books, email new letter etc. it is prominent method which will
provides support in meet desire marketing goals and objectives.
Through third party:
The third party technique is refer to the one of the effective marketing approach which
has been utilised with the help of public relation firms. In this, public relation firm utilises the
media to spread positive messages about clients or companies. This has been involves many
forms but it generally utilised journalists in order to promote brand, products and services while
4
platforms in order to promote a product and services. Social media help in to connect company
with audience to build brand, increase sales and awareness along with this, also drive websites
traffic. This marketing has been involves publishing content related to offerings, listen to
followers and engage them company profile. It provides support in to better understand the
trends and preference which consumers has been following. In the perspective of Tesla, with
this, it will be able to develops relationship with consumers, make them engage with company.
Through this company will get higher reach of customers and will improve overall proficiency
of marketing campaign.
Content marketing: This is a strategic marketing strategy that has been associated with
creating and distributing valuable , relevant and consistent content in order to attract and retain
customers and for drive profitable customers actions. This has been attract potential customers
thorough development and sharing of valuable and knowledgeable free content. It will help Tesla
in to create sustainable brand loyalty, offers information to consumers so that they become
familiar to brand and develops willingness in customers for purchase products from company in
future(Hole, Pawar and Bhaskar 2018). This has been starts from identifying g customers needs
and requirements and on the basis of that company presented the information in several formates
such as new, video white paper, e-books, email new letter etc. it is prominent method which will
provides support in meet desire marketing goals and objectives.
Through third party:
The third party technique is refer to the one of the effective marketing approach which
has been utilised with the help of public relation firms. In this, public relation firm utilises the
media to spread positive messages about clients or companies. This has been involves many
forms but it generally utilised journalists in order to promote brand, products and services while
4
covering it under news(Ihejirika, Goulding and Calvert, 2021). Moreover, such coverage of
company under new is positive in nature and may utilise different methods in order to achieve
desired outcomes. Some of the forms are discussed below in context to Tesla:
Analyst report: This is type of research report which has been presents market data and
information such as trends, consumers behaviour and competitive analysis. This has been done in
order to identifying opportunity which has been prevailing in the market. This type of reports has
been analysed and written every day as this is vital for the day-to day operations. It provides
support to company in analysing market trends, consumers preferences and most important is it
help in to obtain information about competitors which is the most important aspect in building
competitive advantage.
New articles: This is one of the form of content marketing in which companies write and
distribute short articles about their brand, offerings, quality standards etc. to articles banks,
forum and newsletter publisher so that better reach to consumers can be obtained. The main
objective of this marketing is to gain the huge number of customers along with this it also boost
the sales opportunity for the products and services. Moreover, the another reason of this type of
marketing is to develop backlinks and to acquire new visitors or new customers and to increase
sales on website (Lo and Campos 2018). Along with this, it is one of the least cost marketing
strategy which save cost and improve overall proficiency of marketing campaign for company.
Tesla can follow this, as it is very popular brand that can be covered in articles and forum sue to
which customers seeks to know about company more. This will help in to increase more loyal
customers base.
Print: It is the type of publication that has been allow company to but space for
advertisement. Tesla has been take the prominent of this techniques trough magazines. And in
this advertisement has been organised well so it can be noticed by everyone. Along with this, in
magazine there are various information about company which allow consumers to better know
about brand (Mamun,Strongand Azad 2020). This help in to promote brand and products along
with also add value to company. It will provide in to high brand awareness and in increasing
loyal customers base. There are various magazines which covers Tesla in which they give
information about brand, products and services along with various things that can connect
customers with company.
5
company under new is positive in nature and may utilise different methods in order to achieve
desired outcomes. Some of the forms are discussed below in context to Tesla:
Analyst report: This is type of research report which has been presents market data and
information such as trends, consumers behaviour and competitive analysis. This has been done in
order to identifying opportunity which has been prevailing in the market. This type of reports has
been analysed and written every day as this is vital for the day-to day operations. It provides
support to company in analysing market trends, consumers preferences and most important is it
help in to obtain information about competitors which is the most important aspect in building
competitive advantage.
New articles: This is one of the form of content marketing in which companies write and
distribute short articles about their brand, offerings, quality standards etc. to articles banks,
forum and newsletter publisher so that better reach to consumers can be obtained. The main
objective of this marketing is to gain the huge number of customers along with this it also boost
the sales opportunity for the products and services. Moreover, the another reason of this type of
marketing is to develop backlinks and to acquire new visitors or new customers and to increase
sales on website (Lo and Campos 2018). Along with this, it is one of the least cost marketing
strategy which save cost and improve overall proficiency of marketing campaign for company.
Tesla can follow this, as it is very popular brand that can be covered in articles and forum sue to
which customers seeks to know about company more. This will help in to increase more loyal
customers base.
Print: It is the type of publication that has been allow company to but space for
advertisement. Tesla has been take the prominent of this techniques trough magazines. And in
this advertisement has been organised well so it can be noticed by everyone. Along with this, in
magazine there are various information about company which allow consumers to better know
about brand (Mamun,Strongand Azad 2020). This help in to promote brand and products along
with also add value to company. It will provide in to high brand awareness and in increasing
loyal customers base. There are various magazines which covers Tesla in which they give
information about brand, products and services along with various things that can connect
customers with company.
5
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Evaluation and execution of marketing theories
Marketing is describe as the most important aspect of the company as this has been
encourages sales of company and responsible for maintaining relationship with customers.
Moreover this is the collection of data and information which provides support to business in
formulating strategy for the development of products and services as per the need and
requirements of customers. Along with this, it also help in ton set prices, choose adequate
distribution channel and develop in to develop strong brand image at market place(Mogaji, and
Yoon 2019). In addition to this, marketing theories has been stated that business need position it
products and services in such way so that consumers believe that this is having particular
benefits which they are searching for. Moreover marketing theories help in to take more effective
decisions related to marketing. Some of the marketing strategy are discussed below with the
perspective of Tesla:
AIDA:
This is also known as hierarchy of effects models or hierarchical model. This has been
developed by the E. St. Lewis in 1989, this describes the steps with the perspective of customers
which they have been follow while purchasing goods or services. Steps of this model is consist
of attention, interest, desire and action. This model is used in marketing and advertising which
has describes the stages which have been occurs when consumer is aware is product or services
to the movement in which actual purchase has been made. This model has been help the
company in explaining that how marketing communications messages has been engages
consumers while they making choice for the product or services. The AIDA model has been
explains that advertisement messages to formulated in a way through so that consumers move
through the stages from brand awareness to purchases actions. It is one of the oldest survival
model, as things has been changes in terms of marketing and advertisement but human nature is
not that they are following while selecting goods or services.
Attention: This means that product have to attract customers attention, which can be done
through advertisement activities. In this manager of Tesla has to made strategies for the
promotions of products and services in a way so that large number of customers base will be
attracted towards brand (Noorbehbahani, Salehi and Zadeh 2019). In order to create adequate
attention is it is essential for the company to go through research for identifying customer's
preference. This stage id all about evaluating customers passion and problems.
6
Marketing is describe as the most important aspect of the company as this has been
encourages sales of company and responsible for maintaining relationship with customers.
Moreover this is the collection of data and information which provides support to business in
formulating strategy for the development of products and services as per the need and
requirements of customers. Along with this, it also help in ton set prices, choose adequate
distribution channel and develop in to develop strong brand image at market place(Mogaji, and
Yoon 2019). In addition to this, marketing theories has been stated that business need position it
products and services in such way so that consumers believe that this is having particular
benefits which they are searching for. Moreover marketing theories help in to take more effective
decisions related to marketing. Some of the marketing strategy are discussed below with the
perspective of Tesla:
AIDA:
This is also known as hierarchy of effects models or hierarchical model. This has been
developed by the E. St. Lewis in 1989, this describes the steps with the perspective of customers
which they have been follow while purchasing goods or services. Steps of this model is consist
of attention, interest, desire and action. This model is used in marketing and advertising which
has describes the stages which have been occurs when consumer is aware is product or services
to the movement in which actual purchase has been made. This model has been help the
company in explaining that how marketing communications messages has been engages
consumers while they making choice for the product or services. The AIDA model has been
explains that advertisement messages to formulated in a way through so that consumers move
through the stages from brand awareness to purchases actions. It is one of the oldest survival
model, as things has been changes in terms of marketing and advertisement but human nature is
not that they are following while selecting goods or services.
Attention: This means that product have to attract customers attention, which can be done
through advertisement activities. In this manager of Tesla has to made strategies for the
promotions of products and services in a way so that large number of customers base will be
attracted towards brand (Noorbehbahani, Salehi and Zadeh 2019). In order to create adequate
attention is it is essential for the company to go through research for identifying customer's
preference. This stage id all about evaluating customers passion and problems.
6
Interest: In this phase company engage customers so that they spend their time in order
to understand company's message in detail. Gaining audience interest is more dipper process then
gaining their attention. In this Tesla has been focusing on the customer's need such as rising price
of petrol is the problem of audience so they tend to make electric car that is more efficient then
petrol cars.
Desire: In this stage company has been shows that how their offering is solving problem
of their audience. It has been associated with the explaining features of products and services
along with all benefits that can customers enjoy (Priyadarshini, and Abhilash2020). Tesla is
focusing on explaining that, features of their products and services will fulfil prospect's needs
and will provides them number of benefits.
Action : After the desires of customers to buy of inspire, this must be transfer into action
that is purchase. This is last step in which is customer is finally encouraged to buy that product
with a call to action.
Push and pull strategy:
Push strategy is define as the work or efforts that marketers need to perform in order to
present the product and services in front of customer. This form of marketing is more
deliberative and proactive than other methods or strategies. As because push marketing strategy
is more aggressive then other alternative (Sellitto, and Luchese 2018). This is generally adopted
by companies that need to take benefits of short period of time and want to make sale quickly. It
has been includes setting up strong distribution channel and persuade middle man or retailer in
order to stock products. This technique is helpful for new business or website without awareness.
It provides support in to increase sale and temporary marketing campaigns. The push technique
will perform effective for the lower value item for instance fast moving consumers goods. When
customers is ready to make their decision on spot and buy product (Visconti, Peñaloza, and
Toulous 202). This technique will work for Tesla, when customer visit their stores or showrooms
and convince consumer at movement to buy that product. But for this manager need to formulate
strategies through which, desire of consumer will convert into action to purchase. It has adopted
by the company in order to generate exposure and a retail channel. For this Tesla has open their
outlets through which they encourages their sales and exposure to new places.
Pull strategy is describe as the marketing g methods in which customers actively seeking
for for products and retailers which has been placing stocks due to direct customers demand. It is
7
to understand company's message in detail. Gaining audience interest is more dipper process then
gaining their attention. In this Tesla has been focusing on the customer's need such as rising price
of petrol is the problem of audience so they tend to make electric car that is more efficient then
petrol cars.
Desire: In this stage company has been shows that how their offering is solving problem
of their audience. It has been associated with the explaining features of products and services
along with all benefits that can customers enjoy (Priyadarshini, and Abhilash2020). Tesla is
focusing on explaining that, features of their products and services will fulfil prospect's needs
and will provides them number of benefits.
Action : After the desires of customers to buy of inspire, this must be transfer into action
that is purchase. This is last step in which is customer is finally encouraged to buy that product
with a call to action.
Push and pull strategy:
Push strategy is define as the work or efforts that marketers need to perform in order to
present the product and services in front of customer. This form of marketing is more
deliberative and proactive than other methods or strategies. As because push marketing strategy
is more aggressive then other alternative (Sellitto, and Luchese 2018). This is generally adopted
by companies that need to take benefits of short period of time and want to make sale quickly. It
has been includes setting up strong distribution channel and persuade middle man or retailer in
order to stock products. This technique is helpful for new business or website without awareness.
It provides support in to increase sale and temporary marketing campaigns. The push technique
will perform effective for the lower value item for instance fast moving consumers goods. When
customers is ready to make their decision on spot and buy product (Visconti, Peñaloza, and
Toulous 202). This technique will work for Tesla, when customer visit their stores or showrooms
and convince consumer at movement to buy that product. But for this manager need to formulate
strategies through which, desire of consumer will convert into action to purchase. It has adopted
by the company in order to generate exposure and a retail channel. For this Tesla has open their
outlets through which they encourages their sales and exposure to new places.
Pull strategy is describe as the marketing g methods in which customers actively seeking
for for products and retailers which has been placing stocks due to direct customers demand. It is
7
associated with high visible brand at market place or which is having a high brand recognition
that can be created through mass media advertisement or similar activities. The most prominent
or effective form of pull marketing strategy includes social media content, customers review and
search engine optimization(Tollin, and Christensen 2019). In which they has been provides the
long term most reliable and higher return on investment. It provides support and ensures
company's long term growth, develop greater customers base along with this improve quality.
With the help of this Tesla will able to enhance its sales and revenue affordably means without
expensive budget.
CONCLUSION
As per the above analysis it has been concluded that, marketing is refers to the sum
collection of all activities which has been used by the company in order to promote buying and
selling of goods and services. Moreover, promotion is one of the component of marketing
through which company inform their target audience about features and benefits of their products
and services. There are various methods for promotion that help in to inform customers and to
improve brand awareness. Furthermore, there are marketing theories given by various authors
which direct marketers in to position their goods and services in market through customers get
attract towards it and convert their interests and desires into action to purchase.
8
that can be created through mass media advertisement or similar activities. The most prominent
or effective form of pull marketing strategy includes social media content, customers review and
search engine optimization(Tollin, and Christensen 2019). In which they has been provides the
long term most reliable and higher return on investment. It provides support and ensures
company's long term growth, develop greater customers base along with this improve quality.
With the help of this Tesla will able to enhance its sales and revenue affordably means without
expensive budget.
CONCLUSION
As per the above analysis it has been concluded that, marketing is refers to the sum
collection of all activities which has been used by the company in order to promote buying and
selling of goods and services. Moreover, promotion is one of the component of marketing
through which company inform their target audience about features and benefits of their products
and services. There are various methods for promotion that help in to inform customers and to
improve brand awareness. Furthermore, there are marketing theories given by various authors
which direct marketers in to position their goods and services in market through customers get
attract towards it and convert their interests and desires into action to purchase.
8
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9
REFERENCES
Books and Journals
Alqahtani, N. and Uslay, C., 2020. Entrepreneurial marketing and firm performance: Synthesis
and conceptual development. Journal of Business Research, 113, pp.62-71.
Bandyopadhyay, C. and Ray, S., 2019. Responsible marketing: can social enterprises show the
way?. Journal of Nonprofit & Public Sector Marketing, 31(2), pp.164-183.
Baptista, N., Alves, H. and Pinho, J.C., 2020. Uncovering the use of the social support concept in
social marketing interventions for health. Journal of Nonprofit & Public Sector
Marketing, pp.1-35.
Borders, A.L. and Lester, D.H., 2020. Sustainability challenges in marketing, sales, and other
business practices: Introduction to a Journal of Global Scholars of Marketing Science
special issue.
Fard, M.H. and Amiri, N.S., 2018. The effect of entrepreneurial marketing on halal food SMEs
performance. Journal of Islamic Marketing.
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), pp.182-196.
Ihejirika, K.T., Goulding, A. and Calvert, P., 2021. Rethinking academic library use of social
media for marketing: Management strategies for sustainable user engagement. Journal
of Library Administration, 61(1), pp.58-85.
Lo, F.Y. and Campos, N., 2018. Blending Internet-of-Things (IoT) solutions into relationship
marketing strategies. Technological Forecasting and Social Change, 137, pp.10-18.
Mamun, M.A.A., Strong, C.A. and Azad, M.A.K., 2020. Islamic marketing: A literature review
and research agenda. International Journal of Consumer Studies.
Mogaji, E. and Yoon, H., 2019. Thematic analysis of marketing messages in UK universities’
prospectuses. International Journal of Educational Management.
Noorbehbahani, F., Salehi, F. and Zadeh, R.J., 2019. A systematic mapping study on
gamification applied to e-marketing. Journal of Research in Interactive Marketing.
Priyadarshini, P. and Abhilash, P.C., 2020. Circular economy practices within energy and waste
management sectors of India: A meta-analysis. Bioresource technology, 304, p.123018.
Sellitto, M.A. and Luchese, J., 2018. Systemic cooperative actions among competitors: the case
of a furniture cluster in Brazil. Journal of Industry, Competition and Trade, 18(4),
pp.513-528.
Tollin, K. and Christensen, L.B., 2019. Sustainability marketing commitment: Empirical insights
about its drivers at the corporate and functional level of marketing. Journal of Business
Ethics, 156(4), pp.1165-1185.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.
10
Books and Journals
Alqahtani, N. and Uslay, C., 2020. Entrepreneurial marketing and firm performance: Synthesis
and conceptual development. Journal of Business Research, 113, pp.62-71.
Bandyopadhyay, C. and Ray, S., 2019. Responsible marketing: can social enterprises show the
way?. Journal of Nonprofit & Public Sector Marketing, 31(2), pp.164-183.
Baptista, N., Alves, H. and Pinho, J.C., 2020. Uncovering the use of the social support concept in
social marketing interventions for health. Journal of Nonprofit & Public Sector
Marketing, pp.1-35.
Borders, A.L. and Lester, D.H., 2020. Sustainability challenges in marketing, sales, and other
business practices: Introduction to a Journal of Global Scholars of Marketing Science
special issue.
Fard, M.H. and Amiri, N.S., 2018. The effect of entrepreneurial marketing on halal food SMEs
performance. Journal of Islamic Marketing.
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), pp.182-196.
Ihejirika, K.T., Goulding, A. and Calvert, P., 2021. Rethinking academic library use of social
media for marketing: Management strategies for sustainable user engagement. Journal
of Library Administration, 61(1), pp.58-85.
Lo, F.Y. and Campos, N., 2018. Blending Internet-of-Things (IoT) solutions into relationship
marketing strategies. Technological Forecasting and Social Change, 137, pp.10-18.
Mamun, M.A.A., Strong, C.A. and Azad, M.A.K., 2020. Islamic marketing: A literature review
and research agenda. International Journal of Consumer Studies.
Mogaji, E. and Yoon, H., 2019. Thematic analysis of marketing messages in UK universities’
prospectuses. International Journal of Educational Management.
Noorbehbahani, F., Salehi, F. and Zadeh, R.J., 2019. A systematic mapping study on
gamification applied to e-marketing. Journal of Research in Interactive Marketing.
Priyadarshini, P. and Abhilash, P.C., 2020. Circular economy practices within energy and waste
management sectors of India: A meta-analysis. Bioresource technology, 304, p.123018.
Sellitto, M.A. and Luchese, J., 2018. Systemic cooperative actions among competitors: the case
of a furniture cluster in Brazil. Journal of Industry, Competition and Trade, 18(4),
pp.513-528.
Tollin, K. and Christensen, L.B., 2019. Sustainability marketing commitment: Empirical insights
about its drivers at the corporate and functional level of marketing. Journal of Business
Ethics, 156(4), pp.1165-1185.
Visconti, L.M., Peñaloza, L. and Toulouse, N. eds., 2020. Marketing management: A cultural
perspective. Routledge.
10
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