Over a period of time, five alternative marketing concepts have emerged under which organisations operate their marketing activity and programmes giving emphasis to the organisation or to the market or to the society - The production concept The product concept The selling concept The marketing concept The social marketing concept The marketing activity is an exchange process between the marketer [...]
According to Philip Kotler, "marketing management is the analysis, planning, implementation and control of a programme designed to create, build and maintain beneficial exchanges and relationships with the target market for the purpose of achieving organisational objectives." Marketing management is defined as the process of management of marketing programmes for accomplishing organisational goals and objectives. The process of management is [...]
Marketing management is a word that carries the compound meaning 'marketing plus management'. Marketing is the total system of business activities while management is the art of getting things done in a coordinated and harmonious way. Management may be seen as an art of getting things done through and with the people towards the attainment of the objectives of the [...]