Marketing Essentials: Analysis of Marketing Functions at Wilkinson

This report provides a comprehensive analysis of marketing fundamentals, using the Wilkinson Company as a case study. It begins with an introduction to marketing, defining its core functions and responsibilities, including strategy development, market research, pricing, and promotion. The report ...Read More

`
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Major function and liabilities of marketing function ............................................................1
P2 The way functions and liability of marketing relate to the big enterprise context................4
M1 Analysing the roles and liabilities of marketing in context of marketing environment......4
M2 Examining the importance of interrelationship between marketing and other functional
departments.................................................................................................................................5
D1 Analysing and evaluating the main elements of marketing function and the way they are
interrelated with each other.........................................................................................................5
TASK 2............................................................................................................................................6
P3 Comparing the ways' in which different companies apply the marketing mix to the
marketing planning process in order to achieve business objectives..........................................6
M3 Evaluating the different plan of action that is being applied by business entity in order to
present the way business objectives can be achieved.................................................................7
TASK 3............................................................................................................................................8
P4 Formulating a basic marketing plan for a Wilkinson Company............................................8
M4 Basic Marketing plan -.......................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as the process of by which organisation can provide value for
consumers and built healthy relationship with their client to gain in return profit from customer.
Marketing is also considered as the part of management process that include analysing,
evaluating and taking initiative to satisfy the need of people in market. In simple works
marketing is essentials as it allow business entity to promote their goods and services. It provides
firm an opportunity to achieve their marketing objectives such as market share, increasing sales ,
revenue and achieve market growth. Marketing activities is essential as it allows firm to change
the perception of people regarding the quality and services provided by business unit. It is very
important for organisation to adopt effective marketing techniques as this will enable business
entity in enhancing brand image and gaining competitive advantage in market.
The project emphasizes on defining the role of marketing in relation to the Wilkinson
company. It has focus on analysing the various strategies that are about by organisation for
achieving marketing goals and accomplishing overall business objectives. The study will
demonstrate the importance of marketing.
TASK 1
P1 Major function and liabilities of marketing function
The marketing is refers to as the part of management process by which products and
services are being delivered to customer. It is the set of activities, process for developing,
communicating and exchanging offerings that have value for consumers.
Marketing concept refers to the philosophy states that the organisation should identify
the needs and demand of customer than should plan action in order to fulfil such needs. There
are basically three of marketing these are Relationship marketing, industrial marketing and
societal marketing.
Relationship marketing-It is characteristics of customer relationship management. Relationship
marketing aims to have emphasized on gaining customer attention and maintaining long term
relationship with client.
Industrial marketing-industrial marketing regard marketing of goods as well as services within
commercial enterprise and from business to business.
1

Societal marketing-It defines that it is very important for organisation to make suitable and
effective marketing decision as well as strategy by considering customer need and wants.
Production concept- The company with this form of concepts considers that they are offering
good quality product at reasonable price. The organisation have focus on marketing activities and
identifying ways for minimising cost of production.
Product concept-Such type of enterprise produces such goods that have high potential to attract
more number of consumer. Such firm emphasizes on enhancing the quality of product.
Selling concept—The organisation believes that they can sell anything to customer and earn
profit.
Marketing concept-The company with these types of concept has focus on providing satisfaction
to customer. Enterprise facilitate marketing activities in order to achieve its objectives of gaining
customer loyalt y and increase market share.
Major function of marketing are:
Developing strategy and plans:It role of marketing department to formulate effective marketing
plan and strategies. These plans and strategies allow business entity to achieve its marketing as
well as overall business objectives. The marketing manager is accountable for producing
effective results by implementing plans and strategies (Fan, Lau and Zhao,2015) The role of
marketing function is to help a company to identify successful products for the marketplace they
operate on and then promote that products by differentiating them from similar products.
Marketing is important to any business it helping the companies to increase the productivity and
profit. Marketing functions are used to make money for organisation. There are seven marketing
functions which are as follows: distribution, service management, pricing, promotion, selling,
financing (Gordon, 2012)
Distribution: distribution is base of marketing function. It helps the Wilkinson organisation to
make the customers. In Wilkinson company the role of distribution function is determining the
best and easy ways for customers to locate, obtain and use the products of mentioned company.
Distribution means deciding or making a plan that how organisation sell their product to
customer in the easy way. In distribution function the manager of mentioned company make a
plan that how and where customers can obtain their products. Companies marketing consumer
2

products distribute them through retail outlets or, via the internet. Internet is one of the famous
and useful technology for marketing.
Financing: financing can describe as take money to make money. Financing is most important
function because the output and benefits of organisation is based on the financial condition.
Financing is finding money through investment, loans, or the personal capital to finance the
creation or services. To make the product firstly the finance department make report on the order
of product. In this function financier team obtaining the necessary funds needed for operation,
and providing financial assistance to customer so customer can purchase the product and service.
Market Research: market research means to collecting the information concerning the
organisation target customers. In this manager and team member of this department will try to
find the information about their customers need. They will try to collect the information about
the customer need. They will gather the information that what quality of product should increase.
Pricing: to determine the profitability the mentioned organisation use the pricing function.
Pricing function determine the market success and profitability. Setting the right price of product
at the right level is known as price marketing function. Wilkinson faces strong price competition
because they have many competitors in the market. But mentioned organisation must aim to be
the lowest- cost supplier so they can set low price and still remain profitable. Mentioned
company or any organisation can overcome low price competition by differentiating their
product.
Product and service management: Then main purpose or goal of this function is to manage the
product or service. In this function the organisation have to listen customers and responding to
their needs. And provided their product and services fresh and up to date.
Sales Promotion: promotions means advertising of product. By using the advertisement
technique the organisation can communicate product benefits. Promotions are used to attracting
the new customers and keeping existing customers coming back.
Selling: when organisation determined the wants and needs of their customers then they sell their
product. Selling is the last on the list of seven function of marketing (Principles of Marketing -
Basic Concepts and Fundamentals.2016.)
Marketing- The main function of marketing is to promote companies brands and communicate
enterprise objectives.
3

P2 The way functions and liability of marketing relate to the big enterprise context
Marketing plays essential role in every enterprise. The benefit of these functions and
responsibilities are gained by both organisation and consumers. It is very significant for
marketing manager to execute their function in effective and efficient manner. As this activity
will help marketing personnel in increasing their contribution towards achievement of
organisational goals and objectives. The main function of marketing personnel is to develop
marketing strategies, plan promotional activities, and select appropriate marketing technique. It
is very crucial for marketing manager to ensure that marketing plan consists of & essential
elements of marketing mix these are product, price, place, promotion, people, production and
physical evidence (Goffin and et.al., 2017.) It is the function of marketing personnel to conduct
market survey and assist commercial enterprise in analysing the needs and demands of
consumers in market. Various marketing strategies and plans created by marketing department
support business entity in various objectives such as customer satisfaction, increasing sales,
profitability etc. Marketing manager advices and encourages developing new product in order to
attract more number of customers. Role of marketing department is to support organisation in
avoiding unnecessary cost that has been bear by organisation in conducting ineffective marketing
activities. Marketing plan help organization in analysing appropriate transmission channel and
selecting proper publicity techniques. Sales promotion can support business entity in promoting
its goods and services in market it provides business entity a chance to establish their brand
image and raise market growth. Fulfilment of these roles and responsibility by marketing
department of Wilkinson has assisted firm, in accomplishing its purpose of consumer satisfaction
and accelerating profitability (Hamzah and Sutanto, 2016.)The marketing is accountable for
assisting its marketing goals as such as increase market share, growth etc. The other liability of
marketing is to analyse consumer as well as market problems and identifying effective solutions.
Marketing activities are accountable for promoting company products and generating brand
awareness.
M1 Analysing the roles and liabilities of marketing in context of marketing environment
4

M2 Examining the importance of interrelationship between marketing and other functional
departments
There are interrelationship between the marketing and other functional unit of
organisation. Other units of organisation like HR department, production department, finance
department.
Production department: marketing department will need to work with the production department
so the product can manufacture to the quality.
D1 Analysing and evaluating the main elements of marketing function and the way they are
interrelated with each other
As the Wilkinson organisation is dealing in wide variety of products it has various
functional department that are interrelated with each other. The purpose of the company ids to
provide quick service and quality services to its clients. The functional unit in the company are :
Accounts department-All fiscal information related to gross revenue and purchase of products
are maintained and prepared by this division. The marketing manager seeks to get sales
information from this department in order to measure performance of organisation. This data
help them in analysing the area of improvement in context of marketing activities.
Marketing department-sales and promotional activities are executed by this structural unit.
Various marketing campaign, advertisement design, website maintenance functions are being
performed by this division. Marketing department help Designers in developing innovative
product and aid them in product improvement process..
Production department-The various market related data are being provided by marketing
department in order to help production section in developing standardized quality and amount of
trade good and services.
Finance department-This division deals with all money related matter. It provides various
financial resource to marketing division that are very necessary for executing various
promotional activities.
Customer relationship department- The main role of this functional unit is to provide effective
services to customer. They are accountable for handling customers queries and solving their
problems. Customer relationship department coordinates with all other departments in
organisation and assist them in identifying the area of improvement (Hanssens and et.al., 2014.)
5

TASK 2
P3 Comparing the ways' in which different companies apply the marketing mix to the marketing
planning process in order to achieve business objectives
Marketing mix is one of the most significant concept in the marketing which help to the
company in attaining its determined target. In the marketing mix includes various elements such
as product, prices, place, promotion, physical evidence, process, people. With assistance of this
marketing mix, company can easily introduce and promote its product and services in the market.
The major objective of marketing mix is to deliver the right product, at the right time and at the
right place. With help of this method, company can easily place and promoters its product and
services in the market. In the context of Wilkinson it is one of the mots famous retailer in the
UK which deal with the customer good and services. The major objective of this company is to
deliver high quality of product and services to the customer and acquire the large numbers of
customer toward the brand. It's another objective is to earn maximum profitability and market
share in the market. It wanted to compete with other rivals in the market and gain the large
customer attraction. In order to attain its objective and compete with other rivals in the market
for develop strong brand image in the market, marketing mix concept of the marketing can help
to the cited venture (Hastings and Domegan,2013) Following are effective comparison among
the Marks and Spencer and Wilkinson -
Basis Wikinson Marks and spencer
products Product is one of the major
element of the marketing mix
in which includes tangible and
intangible good and
commodities. In the context of
Wilkinson it has major good
related to customer and home
ware.
On the other hand in the Marks
and Spencer, it major deals
with customer clothes and
home ware products.
Prices- Price is another one of the
major element of the
marketing mix under which
On the other hand Marks and
Spencer company is using
Price skimming strategy.
6

products and services value
can determined in terms of
money. In the context of
Wilkinson used penetration
pricing strategy
Place Wilkinson company is using
electric method of distribution.
As it have its own website on
the internet by which customer
can place the order.
On the other hand Marks and
Spencer is using traditional
method of supply chain
management.
Promotion- Wilkinson is using modern
and electronic method of the
promotion and advertisement
under which it is promoting its
commodity by use of social
media, internet, direct mail etc.
On the other hand Marks and
Spencer is using traditional
method of marketing in which
it promotes its product by help
of radio, television,
newspaper, magazines.
Physical evidence- Wilkinson have various
physical stores in the 74
countries
on the other hand Marks and
Spencer have physical stores
in 90 countries.
Process Wilkinson is using traditional
method of customer
relationship management.
On the other hand Marks and
Spencer is using electronic
method of customer
relationship management.
People- Wilkinson is effectively
satisfied its employees and
customer by meet their
expectation and requirement.
On the other hand Marks and
Spencer employees are quite
dissatisfied because it offers
low wages and salary to its
workforce (Kumar, 2016.)
7

M3 Evaluating the different plan of action that is being applied by business entity in order to
present the way business objectives can be achieved.
The main objective of Mc Donald's to deliver good Quality of food products at reasonable price
and high standard, quick and valuable services to its customer. They also intend to provide good
returns to its stakeholder. These objectives have been established by McDonald's in order to meet
the aim of business.
Specific:The Mc Donald's has set objective of serving at maximum percent of single order
customer within a minute of order being placed. In order to achieve this Mc Donald has plan to
make daily schedule.
Measurable:Mc Donald has decided to measure service time during typical one hour period and
record various things associated with customer with single order. This has helped firm in
evaluating their employees performance.
Achievable:Objective of Mc Donald is to provide fast services to customer. It is required by
manger to identify potential of employees in order to provide quality product and services within
a particular time span.
Relevant of aim:The Mc aim to increase its profit by attracting more numbers of customer. This
can be done by Mc Donald by providing good quality of services to their client.
Time- it is required by manger to communicate employees that they have one month time period
to develop potential in order to provide quick services to customer (Kumar, 2015.)
TASK 3
P4 Formulating a basic marketing plan for a Wilkinson Company
Marketing plan is considered as broad representation our outline prepared by marketing
manager in order to advertise business. It defines the organisational activities that are required to
be executed while performing marketing activities. It highlights the main activities that intends
to communicate companies objectives to potential customer. It is required by marketing manager
to consider following points while framing marketing plans such business goals and objective,
current positions of company in market, customer perception, market conditions etc. AS this will
help marketing manager in formulating suitable marketing plan (Helm and Gritsch, 2014) There
are various stages included in marketing plan are:
8

Company overview- Wilkinson is the British high street retail chain dealing in retail industry.
The company is offering various home wares and household products. The commercial
enterprise has its store in more than 380 locations. The organisations are located in England, UK.
It provides wide range of goods that also include some important products such as home wares,
cleansing, health and beauty, stationary, goods related to pets, kitchen and bat room products.
The company has its own label embossed on their goods. It also has planned to used private
labels. Organisation strategy has focus on selling products according to the season. For instance
business entity has decided to sell goods related to gardening in summer season, decorations
products in winter. This unique strategy has allowed business entity to expand their business,
achieve success and foster growth. The organisation relies much on advertisement media in order
to promote their brand in market. IN 2012 the firm has planned to rebranding its outlets and after
that its gods were recognised by name of Wilko. Business entity is considered as fastest growing
retailer of Britain (Pavlou and Stewart, 2015)
Objective-The objective of the company is to gain customer loyalty and increase profitability.
Mission - Mission of the commercial enterprise is to provide good quality and quality of
products to its customer.
Vision of the company-The vision of business entity is to become leading company in retail
industry. It visions is to establish good position in market.
Situation Analysis
Internal analysis-
SWOT analysis can be used by marketing manager in order to identifying the internal strength
and weakness of firm.
Strength:Wilkinson company is offering wide
range and varieties of products.
Attributes of the organisation.
Popular brand name.
Use own brand.
The organisation is using its own private level
It has many stores at various locations.
Highly skilled and talented employees.
Weakness:
Ineffective promotional strategies.
Low market
Have great impact of various social and
economic factors on its business operations.
Poor investment policies.
Lack of innovation.
Use of traditional technology.
9

The Fastest growing retailer.
Opportunity :
Wilkinson has opportunity to expand its core
business activities.
Company have a chance to improve its quality
of its products and services.
It has opportunity to attract customer by
producing innovative products.
Organisation can adopt advance technology for
product development and promoting their
brand.
Threats:
Stiff competition.
Competitors strategy.
Economic recession in country.
Rise in price of product
PESTLE analysis
Political factors- AS Wilkinson company is operating in global environment these factors may
have great impact on its business operations. These variables may have great effect on firm
growth and success. In order to avoid the negative impact of these elements it is essential for
marketing manager to gain knowledge about various policies before entering into new market.
Economic factor-The economic factors have great effect on the financial performance of the
company. The various economical variables are change in exchange rate, incomer distribution,
rise in prices of goods and services, economic country of the market ans well as country. It is
very important for marketing personal to consider this significant factor while preparing
marketing plan and when selecting the market for positioning organisation product.
Social factor-These variables can become challenge for the company as the needs of the people
changes with the passage of time as well as with change in trends. It is required by enterprise to
keep update themselves with the latest business trend. These elements may have great effect on
the profitability and growth of firm (Gordon,2012)
Legal factor-These factors have great impact on sustainability of firm. In case organisation fails
to comply with laws framed by government it may become difficult for organisation to continue
their operation .
Technological factors-Technological elements are various supportive factor as it allows business
entity to increase their efficiency and effectiveness. It also may provided company an
10

opportunity to attract customer by providing them innovative and good quality of products. It
also provides various chances to firm such as it enables enterprise to reduce its cost of production
and allows them to reach wide range of customer.
Environmental factors-This factors have great impact on the competency and competitive
strength of the company. It is important for marketing manager to judge the competition level
before entering into global market (Loe and Ferrell, 2015.)
Strategy
Marketing mix Analysis Future strategy
Product Presently Wilkinson is
delivering basic groceries,
toiletries, various consumer
products such as dies,
stationery etc.
It is planning to serve more
varieties of specialised goods.
Place The company has more than
380 stores at many locations.
The business entity is planning
to provide additional services
to its customer such as home
delivery .
Price Wilkinson company has
decided to classify its product
into two categories that is core
value product as well as brand
affordability
Marketing manager has
decided to adopt flexible
pricing strategy.
Promotion Organisation is dependent on
Advertising media for
promoting their brand in
market.
It will focus on adopting new
promotional marketing
techniques for promoting their
products and services.
People Company has much on It intends to have focus on
11

consumer satisfaction. Firstly
the organisation was targeting
man now it emphasizes on
targeting all groups.
employees' satisfaction and
providing them training so that
they could improver their
performance at workplace.
Physical evidence The enterprise has many
outlets in various locations.
It focal point on establishing
more number of trendy stores.
Process Wilkinson has effective
marketing and sales process.
Firm will make more attractive
and objective oriented
marketing process
Segmentation- marketing manager of Wilkinson is planning to categorize goods into two
segments one is home products segment and other is consumer daily use product.
Targeting- The company was firstly targeting only male consumer but now it has planned to
target all consumers.
Positioning-The organisation has decided to position their products in market where there is less
competition and there is less threat of new entry.
Plan of Action
Wilkinson has planned to mark online presence to reach wide number of customer. It has
decided to improve its marketing processes. Marketing Manager has focus on adopting effective
marketing and distribution channel to promote brand. The marketing team of Wilkinson has
planned a software that can be used by firm from gaining feedback from customer and other
stakeholders. They have planned effective marketing strategy in order to analyse the needs and
demands of consumers (Pels, 2015.)
Evaluation and control
Analysis of budget- The company has sufficient budget to spend on marketing activities.
Timely report- This report is prepared by marketing manager in order to identify the performance
gap.
M4 Basic Marketing plan -
Company current Situation- Wilkinson
12

Company overview-Mc Donald is the largest fast food restaurant chain in United states. The
organisation is representing the largest restaurant company in the world on the basis of customer
served and revenue.
Marketing goals-The aim of MC is to increase its market share and enhance growth.
Target audience- MC Donald is targeting children but intends to target all group of people.
Unique selling propositions-It is adopting various effective technology services in order to
provide quick delivery of services to customers.
Pricing &Positioning strategy-Mc Donald has planned to classify its product into two categories
that is brand affordability and brand core value product.
Distribution plan-It intends to deliver home services to its client (Salavati and Karami,2015)
D2 Designing strategic marketing plan that apply to overall plan.
Products-It can plan to deliver more varieties of specialised goods. It can adopt product
development as well as innovation strategy as this will help organisation in attracting more
number of customer.
Place-The business entity can plan to provide additional services to its customer such as home
delivery. It can use market penetration sand globalisation strategy as this will assist company in
expanding their business.
Pricing -Marketing manager has decided to adopt flexible pricing strategy. It can use low cost
or cost leadership pricing strategy as this will provide enterprise an opportunity to become
market leader.
Promotion- It will focus on adopting new promotional marketing techniques for promoting
their products and services. It is required to have focus on developing effective marketing
strategy and it can use corporate social responsibility as a tool to generate brand awareness.
People-It intends to have focus on employees' satisfaction and providing them training so that
they could improver their performance at workplace. Human resource manager is required
formulating effective policies in order to maintain healthy relationship with employees and
motivating them to work for benefit of organisation.
Physical evidence-It focal point on establishing more number of trendy stores.
13

Process-Firm has to focus on developing more attractive and objective oriented marketing
process. Firm ned to develop operational strategy as this will aid business entity in imporving
operational efficiency and reducing various costs.
Tactics of action -Wilkinson has planned to mark online presence to reach wide number
of customer. It has decided to improve its marketing processes. Marketing Manager has focus on
adopting effective marketing and distribution channel to promote brand. The marketing team of
Wilkinson has planned a software that can be used by firm from gaining feedback from customer
and other stakeholders. They have planned effective marketing strategy in order to analyse the
needs and demands of consumers (Pels, 2015.)
14

REFERENCES
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal
of International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference. Springer International Publishing.
Chen, Y. and et.al., 2015. Linking market orientation and environmental performance: The
influence of environmental strategy, employee’s environmental involvement, and
environmental product quality. Journal of Business Ethics. 127(2). pp.479-500.
Homburg, C., Jozić,D. and Kuehnl, C., 2015. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. pp.1-25.
Jaramillo, F. and Spector, P.E., 2015. Sunk Cost Effect, Escalation of Commitment and the
Principle of Fungibility: Consumers’ Reactions to Membership Cards. In Creating and
Delivering Value in Marketing. Springer International Publishing.
Towards Integrating Elements of the Marketing Mix. In New Meanings for Marketing in a New
Millennium. Springer International Publishing.
Pels, J., 2015. Actors’ Exchange Paradigms and Their Impact on the Choice of Marketing
Models. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual
Conference. Springer International Publishing.
Salavati, A. and Karami, N., 2015. To Review Marketing Ethics Effect on Customer's Loyalty in
Insurance Industry. Arth prabandh: A Journal of Economics and Management. 4(9).
pp.24-35.
Wright, M. J., 2016. Predicting what? The strengths and limitations of a test of persuasive
advertising principles. European Journal of Marketing. 50(1/2). pp.312-316.
Grünig, R. and Kühn, R., 2015. Global Environmental Analysis. In the Strategy Planning
Process. Springer Berlin Heidelberg.
Anton, R., 2015. An Integrated Strategy Framework (ISF) for Combining Porter's 5-Forces,
Diamond, PESTEL, and SWOT Analysis.
Kumar, M., 2016. Aesthetic principles of product form and cognitive appraisals: Predicting
emotional responses to beauty. The psychology of design: Creating consumer appeal.
pp.234-251.
15

Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing. 79(1). pp.1-9.
Loe, T. W. and Ferrell, O. C., 2015. Ethical climate’s relationship to trust, market orientation and
commitment to quality: A single firm study. In Proceedings of the 1997 Academy of
Marketing Science (AMS) Annual Conference. Springer International Publishing.
Pavlou, P. A. and Stewart, D. W., 2015. Interactive Advertising: A New Conceptual Framework
Towards Integrating Elements of the Marketing Mix. In New Meanings for Marketing in
a New Millennium. Springer International Publishing.
Pels, J., 2015. Actors’ Exchange Paradigms and Their Impact on the Choice of Marketing
Models. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual
Conference. Springer International Publishing.
Salavati, A. and Karami, N., 2015. To Review Marketing Ethics Effect on Customer's Loyalty in
Insurance Industry. Arth prabandh: A Journal of Economics and Management. 4(9).
pp.24-35
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp. 28-32.
Goffin, J.R., and et.al., 2017. Use of a marketing plan for recruitment to a lung cancer screening
study.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix.Australasian Marketing
Journal (AMJ). 20(2). pp. 122-126.
Hamzah, S. B. and Sutanto, J. E., 2016. The Role of Marketing Mix (7P) for Consumer Buying
Decision Pastry Cake in Malang City.
Hanssens, D. M. and et.al., 2014. Consumer attitude metrics for guiding marketing mix
decisions.Marketing Science. 33(4). pp. 534-550.
Hastings, G. and Domegan, C., 2013. Social marketing: From tunes to symphonies. Routledge.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International
Business Review. 23(2). pp. 418-428.
Online
Digital marketing Analytics. 2013. [Online] Available through:
<https://a8039528.wordpress.com/2013/04/21/digital-marketing-1-analytics/>. .
[Accessed on 2 November 2017]
16

Principles of Marketing - Basic Concepts and Fundamentals.2016.[online].Available
Through:<//toughnickel.com/industries/PrinciplesofMarketingPart1BasicConceptsandFu
ndamentals>.
17