What is Marketing, and What's Its Purpose?

Caroline Forsey

Updated: January 24, 2022

Published: February 25, 2021

Dictionary.com defines marketing as, "the action or business of promoting and selling products or services, including market research and advertising."


If you work in a marketing role like I do, it's probably difficult for you to define marketing even though you see and use it every day -- the term marketing is a bit all-encompassing and variable for a straightforward definition.

This definition feels unhelpful.

The selling part, for instance, overlaps a little too snuggly with a "what is sales" definition, and the word advertising makes me think of Mad Men brainstorming sessions.

But upon digging deeper, I began seeing that actually, marketing does overlap heavily with advertising and sales. Marketing is present in all stages of the business, beginning to end.

What is marketing?

Marketing refers to any actions a company takes to attract an audience to the company's product or services through high-quality messaging. Marketing aims to deliver standalone value for prospects and consumers through content, with the long-term goal of demonstrating product value, strengthening brand loyalty, and ultimately increasing sales.

At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona.

→ Click here to download our free guide to digital marketing fundamentals  [Download Now].

The purpose of marketing is to research and analyze your consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask one underlying question: "Where, when, and how does our consumer want to communicate with our business?"

Here, let's explore the purposes of marketing, along with types of marketing, the 4 P's of marketing, and the difference between marketing and advertising.

Whether you're a seasoned marketer looking to refresh your definitions, or a beginner looking to understand what marketing is in the first place, we've got you covered. Let's dive in. 

Purpose of Marketing

Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.

Modern marketing began in the 1950s when people started to use more than just print media to endorse a product. As TV -- and soon, the internet -- entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads.

Today, there are literally dozens of places one can carry out a marketing campaign -- where does one do it in the 21st century?

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Types of Marketing

Where your marketing campaigns live depends entirely on where your customers spend their time. It's up to you to conduct market research that determines which types of marketing -- and which mix of tools within each type -- is best for building your brand. Here are several types of marketing that are relevant today, some of which have stood the test of time:

  • Internet marketing: Inspired by an Excedrin product campaign that took place online, the very idea of having a presence on the internet for business reasons is a type of marketing in and of itself.
  • Search engine optimization: Abbreviated "SEO," this is the process of optimizing content on a website so that it appears in search engine results. It's used by marketers to attract people who perform searches that imply they're interested in learning about a particular industry.
  • Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.
  • Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn, and similar social networks to create impressions on their audience over time.
  • Print marketing: As newspapers and magazines get better at understanding who subscribes to their print material, businesses continue to sponsor articles, photography, and similar content in the publications their customers are reading.
  • Search engine marketing: This type of marketing is a bit different than SEO, which is described above. Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience. (It's a concept called "pay-per-click" -- I'll show you an example of this in the next section).
  • Video marketing: While there were once just commercials, marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.

Marketing and Advertising

If marketing is a wheel, advertising is one spoke of that wheel.

Marketing entails product development, market research, product distribution, sales strategy, public relations, and customer support. Marketing is necessary in all stages of a business's selling journey, and it can use numerous platforms, social media channels, and teams within their organization to identify their audience, communicate to it, amplify its voice, and build brand loyalty over time.

On the other hand, advertising is just one component of marketing. It's a strategic effort, usually paid for, to spread awareness of a product or service as a part of the more holistic goals outlined above. Put simply, it's not the only method used by marketers to sell a product.

Here's an example (keep reading, there's a quiz at the end of it):

Let's say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base. This company's channels of choice are Facebook, Instagram, Google, and its company website. It uses all of these spaces to support its various campaigns every quarter and generate leads through those campaigns.

To broadcast its new product launch, it publishes a downloadable product guide to its website, posts a video to Instagram demonstrating its new product, and invests in a series of sponsored search results on Google directing traffic to a new product page on its website.

Now, which of the above decisions were marketing, and which were advertising?

The advertising took place on Instagram and Google . Instagram generally isn't an advertising channel, but when used for branding, you can develop a base of followers that's primed for a gentle product announcement every now and again. Google was definitely used for advertising in this example; the company paid for space on Google -- a program known as pay-per-click (PPC) -- on which to drive traffic to a specific page focused on its product. A classic online ad.

Where did the marketing take place? This was a bit of a trick question, as the marketing was the entire process . By aligning Instagram, Google, and its own website around a customer-focused initiative, the company ran a three-part marketing campaign that identified its audience, created a message for that audience, and delivered it across the industry to maximize its impact.

The 4 Ps of Marketing

In the 1960's, E Jerome McCarthy came up with the 4 Ps of marketing: product, price, place, promotion.

Essentially, these 4 Ps explain how marketing interacts with each stage of the business.

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marketing mix template

Let's say you come up with an idea for a product you want your business to sell. What's next? You probably won't be successful if you just start selling it.

Instead, you need your marketing team to do market research and answer some critical questions: Who's your target audience? Is there market fit for this product? What messaging will increase product sales, and on which platforms? How should your product developers modify the product to increase likelihood of success? What do focus groups think of the product, and what questions or hesitations do they have?

Marketers use the answers to these questions to help businesses understand the demand for the product and increase product quality by mentioning concerns stemming from focus group or survey participants.

Your marketing team will check out competitors' product prices, or use focus groups and surveys, to estimate how much your ideal customer is willing to pay. Price it too high, and you'll lose out on a solid customer base. Price it too low, and you might lose more money than you gain. Fortunately, marketers can use industry research and consumer analysis to gauge a good price range.

It's critical that your marketing department uses their understanding and analysis of your business's consumers to offer suggestions for how and where to sell your product. Perhaps they believe an ecommerce site works better than a retail location, or vice versa. Or, maybe they can offer insights into which locations would be most viable to sell your product, either nationally and internationally.

This P is likely the one you expected from the get-go: promotion entails any online or print advertisement, event, or discount your marketing team creates to increase awareness and interest in your product, and, ultimately, lead to more sales. During this stage, you'll likely see methods like public relations campaigns, advertisements, or social media promotions.

Hopefully, our definition and the four Ps help you understand marketing's purpose and how to define it. Marketing intersects with all areas of a business, so it's important you understand how to use marketing to increase your business's efficiency and success.

Editor's note: This post was originally published in May 2018 and has been updated for comprehensiveness.

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100+ Marketing Essay Topics


Crafting an outstanding marketing essay is a journey that often begins with selecting a compelling topic. At WriteOnDeadline, we understand the importance of this initial step. That’s why we’ve dedicated this post to sharing inspiring marketing essay topics that will not only ignite your passion but also appeal to your professors.

Table of Contents

What is a Marketing Essay?

A marketing essay is a unique academic document that delves into various facets of marketing analysis, strategies, concepts, and applications. It requires students to explore, critically analyze, and present arguments on marketing theories, market strategies, consumer behavior, product promotion, or other related themes. These essays not only test your knowledge of marketing principles but also your ability to research, analyze trends, and convey complex ideas succinctly.

Choosing the Right Marketing Essay Topic: A Mini Guide

Selecting a topic for your marketing essay should be a strategic process. Here’s a quick guide on how to do it:

Start by understanding the requirements for your assignment, as these will narrow down your scope. Then, brainstorm areas of interest within marketing, considering current trends, controversial issues, or gaps in research that intrigue you. Always opt for a topic that resonates with your passions but also challenges you—this balance will make your writing process enjoyable and academically rewarding. Validate your chosen topic by researching initial literature, ensuring there’s enough information available. Finally, seek feedback from peers or instructors before finalizing your topic, ensuring it’s compelling and feasible.

Exciting Marketing Essay Topics to Consider

Choosing a topic can be daunting, so we’ve compiled a diverse list of 30 engaging areas you could explore in your marketing essay.

Understanding Consumer Behavior

  • The psychological triggers behind impulsive buying
  • How cultural differences influence purchasing decisions
  • The impact of social media on consumer behavior

Digital Marketing Strategies

  • The effectiveness of influencer marketing
  • SEO tactics that dominate current digital marketing
  • Evaluating the success of email marketing

Branding and Brand Management

  • The journey of building a resilient brand image
  • Celebrity endorsements and their impact on brand perception
  • Crisis management: Reviving a tarnished brand

Ethical Considerations in Marketing

  • Exploring the effects of deceptive advertising
  • Ethical marketing: Is honesty more profitable?
  • The societal impact of marketing unhealthy food to children

Innovation in Marketing

  • How virtual reality is reshaping marketing experiences
  • The role of artificial intelligence in personalized marketing
  • Sustainable marketing: Shifting towards eco-friendly practices

Global Marketing

  • Overcoming cultural barriers in international marketing
  • Strategies for Successful Global Brand Expansion
  • Localizing products in foreign markets: Best practices

Content Marketing

  • The power of storytelling in content marketing
  • Strategies for Effective Content Marketing
  • Measuring the impact of content marketing

Challenges in Marketing

  • Combating digital ad fraud: Strategies and practices
  • Navigating marketing strategies during political unrest
  • The future of marketing in post-pandemic retail

Foundations of Marketing

  • Evolution and transformation of marketing through the ages
  • The core principles of marketing and why they matter
  • A comparative analysis of the marketing mix: 4Ps vs. 7Ps

Consumer Behavior Insights

  • Analyzing the role of emotions in buying decisions
  • Generational marketing: How baby boomers and millennials differ in their purchase behaviors
  • The increasing role of social proof in the digital age

Trends in Digital Marketing

  • The rise and implications of voice search marketing
  • Augmented reality: The next big thing in online marketing?
  • Chatbots and their effectiveness in customer engagement

Branding Dynamics

  • The science behind memorable logos and brand colors
  • Merging brands: Challenges and rewards of brand consolidation after M&As
  • The anatomy of a successful brand launch

Social Media Marketing

  • TikTok and its revolutionary impact on digital marketing strategies
  • The ongoing battle for organic reach on Facebook
  • Strategies to optimize user engagement on Instagram

Ethics and Morality in Marketing

  • The thin line between persuasion and manipulation in advertising
  • Greenwashing: Deceptive eco-friendly marketing and its consequences
  • Marketing to vulnerable populations: Ethical implications and safeguards

Marketing in the Age of Technology

  • Internet of Things (IoT) and its implications for marketers
  • Predictive analytics: Harnessing big data for targeted marketing campaigns
  • Blockchain technology and its potential uses in marketing

Relationship Marketing

  • Building brand loyalty in the era of instant gratification
  • Customer relationship management (CRM) tools and their efficacy in retaining consumers
  • The art and science of customer journey mapping

Integrated Marketing Communications

  • The role of public relations in holistic marketing strategies
  • Offline and online marketing synergy: Best practices
  • Crafting compelling brand narratives through transmedia storytelling

Niche and Guerrilla Marketing

  • The rise of pet influencers: Analyzing niche marketing strategies
  • Effective guerrilla marketing campaigns of the last decade: A case study approach
  • The balance between risk and reward in ambush marketing

Future of Marketing

  • Preparing for the metaverse: Next-generation digital marketing strategies
  • The role of biometrics in personalized marketing campaigns
  • Adapting to the post-cookie era: New strategies for online ad targeting

Retail and E-commerce Marketing

  • The resurgence of pop-up shops in the e-commerce era
  • Omnichannel marketing: Bridging the gap between offline and online retail
  • Consumer psychology behind free shipping and its impact on online sales

B2B Marketing

  • The unique challenges and rewards of B2B influencer marketing
  • Crafting compelling case studies as a B2B marketing tool
  • Account-based marketing (ABM): Tailored strategies for high-value clients

Marketing and Psychology

  • The power of color in influencing consumer choices
  • Understanding the anchoring effect in pricing strategies
  • Decoding the paradox of choice: Does more variety deter buyers?

Emerging Markets

  • Strategies for introducing a product in a newly developing market
  • Navigating marketing challenges in BRICS countries
  • The role of cultural sensitivity in marketing to emerging economies

Marketing in Healthcare

  • Ethical considerations in direct-to-consumer pharmaceutical advertising
  • Marketing strategies for telemedicine in a post-pandemic world
  • The role of content marketing in healthcare: Educating and promoting

Non-Profit Marketing

  • Challenges and strategies for marketing without a profit motive
  • The power of storytelling in non-profit marketing campaigns
  • Mobilizing social media influencers for charitable causes

Experiential Marketing

  • Crafting unforgettable brand experiences for consumers
  • Measuring the return on investment (ROI) of experiential marketing campaigns
  • The shift from product marketing to experience marketing

Marketing Analytics

  • The promise and pitfalls of marketing attribution models
  • Utilizing machine learning for predictive marketing analytics
  • Integrating qualitative insights into a data-driven marketing strategy

Sustainability in Marketing

  • Strategies for marketing eco-friendly products to skeptical consumers
  • The long-term benefits of sustainable supply chain marketing
  • Authenticity in green marketing: Beyond the buzzwords

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Useful References

To ensure your marketing essay is grounded in credible information, consider these authoritative sources:

  • American Marketing Association – Journals and insights from leading marketing experts.
  • Google Scholar – Access a wide range of scholarly articles on various marketing topics.
  • HBR (Harvard Business Review) – Explore articles from industry leaders and academics.
  • The Journal of Consumer Research – Find in-depth studies on consumer behavior.
  • AdAge – Stay updated on the latest trends and news in advertising and marketing.

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Mastering the Craft: Penning an Impactful Marketing Essay

Essay on Marketing: A Comprehensive Guide to Writing

marketing essay

In today's digital age, it's fascinating to realize that we are constantly bombarded by marketing messages. On any given day, whether you're scrolling through social media, watching TV, driving on the highway, or simply walking down the street, you're likely to encounter an astonishing number of advertisements – somewhere between 4,000 and 10,000, to be more precise. These messages are strategically designed to catch your attention, evoke emotions, and ultimately influence your choices as a consumer. It's this very power of marketing that makes it an incredibly captivating subject to explore and understand. If you're a chief content officer or tasked with writing an essay on marketing, get ready to dive into the world of marketing messages and the psychology that influences how people make choices.

Essay on Marketing: Short Description

In this guide, professional essay writer will lead you through the process of creating a powerful marketing essay. Marketing is a dynamic subject, and we've designed this guide to equip you with essential tools. We'll start by defining a marketing essay's purpose and structure, ensuring logical flow. We'll then detail the steps, from choosing a relevant topic to organizing research effectively. Additionally, we'll provide expert tips to help your essay excel academically and make a lasting impact. So, let's embark on this educational journey together as we dive deep into the captivating realm of marketing and equip you with the knowledge and skills to create an essay that shines!

Purpose of the Marketing Essay

So, why exactly are you diving into the world of marketing essays? Well, it's not just an academic exercise; it's an opportunity to unravel the fascinating layers of marketing. Your marketing essay serves as a window into understanding how businesses capture your attention, influence your choices, and create brand loyalty.

But it's not all about business. A marketing essay is your chance to explore the psychology behind consumer behavior, the impact of persuasive techniques, and the ever-evolving trends in this fast-paced industry.

Moreover, it's your ticket to honing essential skills. You'll learn to research meticulously, craft a persuasive essay on marketing, and present your thoughts coherently – talents that are valuable not only in academia but also in the real world.

Essay on Marketing: Steps to Create an Effective One

Crafting a compelling essay on marketing isn't just an academic task; it's your gateway to unraveling the secrets of an industry that shapes our choices daily. From the moment you encounter thousands of advertisements daily to the psychology behind consumer decisions, marketing is a dynamic world worth exploring. In the following sections, our custom essay services experts will unveil the steps to create a powerful essay on marketing and advertising that not only meets academic standards but equips you with skills and insights to navigate this captivating realm.

Choose a Marketing Topic

Picking the right marketing subject, like writing an essay about marketing ethics, is the crucial first step in creating an excellent essay. Your choice not only influences your engagement with the subject matter but also determines the relevance and appeal of your essay to your audience.

First, let's understand why your choice of topic matters. In the dynamic field of marketing, topics can range from traditional concepts like branding and consumer behavior to emerging trends like influencer marketing and digital advertising. The key is to select a topic that piques your interest and aligns with your essay's purpose.

Tips for Choosing the Right Topic

choose marketing topic

  • Passion and Interest: Start by identifying areas of marketing that genuinely fascinate you. Writing about a topic you're passionate about will not only make the process more enjoyable but also result in a more compelling essay.
  • Example : If you're an avid social media user, exploring the impact of social media marketing on consumer behavior might be a natural choice.
  • Relevance: Consider the relevance of your chosen topic to current marketing trends and debates. Timely topics often resonate more with your readers.
  • Example : In today's digital age, a topic like 'The Role of Artificial Intelligence in Marketing' would be highly relevant.
  • Scope and Depth: Balance the scope and depth of your topic. Ensure it's neither too broad nor too narrow. You want to have enough material to explore without overwhelming yourself or your readers.
  • Example : Instead of a broad topic like 'Marketing Strategies,' narrow it down to 'Content Marketing Strategies for Small Businesses.'
  • Uniqueness: While common topics can be appealing, consider adding a unique twist or perspective to stand out. Find an angle or question that hasn't been extensively explored.
  • Example : Instead of a generic analysis of Coca-Cola's branding, you might focus on 'Coca-Cola's Sustainability Initiatives and Branding.'
  • Research Availability: Ensure there is enough research material available on your chosen topic. This will make the research process smoother.
  • Example : Before committing to a topic, check if there are academic papers, books, or recent articles discussing it.

marketing essay

Research and Gather Information

With your marketing topic selected, the next crucial step in crafting an effective essay is thorough research. This phase is the backbone of your essay, providing you with the knowledge and evidence needed to support your arguments and insights. 

Research is the process of exploring existing literature, data, and insights related to your chosen marketing topic. It serves several vital purposes:

  • Understanding the Topic: Research helps you gain a deep understanding of the subject matter, allowing you to approach it from an informed perspective.
  • Supporting Your Claims: It provides evidence and data that support the arguments and claims you make in your essay, lending credibility to your work.
  • Exploring Diverse Perspectives: Research exposes you to various viewpoints, enabling you to present a well-rounded analysis of your topic.

Practical Steps for Effective Research

  • Use Reliable Sources: Start by identifying reputable sources for your research. Academic journals, books, industry reports, and government publications are excellent places to begin.
  • Example : If you're researching influencer marketing, look for peer-reviewed articles in marketing journals or reports from marketing research firms.
  • Dive into Primary and Secondary Sources: Primary sources, such as interviews, surveys, or original data, provide firsthand information. Secondary sources, like books or articles that analyze primary data, offer valuable context.
  • Example : If your essay on marketing research examines consumer behavior, you might conduct surveys (primary) and also reference academic papers discussing similar surveys (secondary).
  • Organize Your Notes: As you gather information, organize your notes systematically. This will make it easier to retrieve and cite information when you start writing.
  • Stay Current: Marketing is ever-evolving. Ensure that your research includes up-to-date information and recent trends, especially if you're working on an essay on digital marketing or technology.
  • Example : In the rapidly changing landscape of digital advertising, information from just a few years ago may already be outdated.
  • Critical Evaluation: Don't accept information at face value. Evaluate the credibility and relevance of your sources. Be critical and discerning in your analysis.
  • Example : If you find a statistic in an article, check the source of that statistic and assess its reliability.
  • Take Notes and Cite Sources: Keep detailed notes of all the sources you consult, including page numbers, publication dates, and URLs. Properly cite these sources in your essay to avoid plagiarism.
  • Example : Use citation styles like APA, MLA, or Chicago as required by your academic institution.

If this sounds too overwhelming, you can always consider the option to pay for essay writing and have it professionally completed without any stress! 

Master the Marketing Essay Structure

Now that you've conducted thorough research on your chosen marketing topic, it's time to delve into the art of structuring your paper effectively. A well-structured essay on marketing concept not only enhances readability but also ensures that your ideas flow logically. In this step, we'll break down the essential components of a marketing essay structure, providing you with a roadmap for crafting a compelling piece of writing.

Components of a Marketing Essay Structure

  • Introduction: Begin your essay with an engaging introduction. Here, you should:
  • Provide a clear and concise thesis statement that outlines the main argument or purpose of your essay.
  • Create a hook or attention-grabbing statement to captivate your readers.
  • Offer a brief overview of the key points you'll discuss in the essay.

Example : If your essay explores the impact of social media marketing, your introduction might begin with a startling statistic about social media usage.

  • Body Paragraphs: The body of your essay should be divided into multiple paragraphs, each addressing a distinct point or aspect of your topic. Here, you should:
  • Start each paragraph with a clear topic sentence that relates to your thesis.
  • Provide evidence, examples, and data to support your arguments.
  • Ensure that your paragraphs flow logically, with smooth transitions between ideas.

Example : In a paragraph discussing the effectiveness of influencer marketing, you might present case studies and statistics to support your claims.

  • Conclusion: Conclude your essay by summarizing the key points and reiterating your thesis statement. Here, you should:
  • Avoid introducing new ideas; instead, recap the main arguments.
  • Provide a thought-provoking closing statement that leaves a lasting impression on your readers.

Example : In a conclusion about social media marketing's future trends, you might emphasize the need for marketers to adapt to changing consumer behavior.

Write Your Marketing Essay

With your topic selected, research completed, and a solid essay structure in place, it's time to roll up your sleeves and start writing your marketing essay. This is where you bring together all your research and ideas to create a compelling, well-structured piece of writing. Alternatively, you always have the opportunity to order an essay online from our experienced authors. Now let’s dive into the specifics of crafting your own paper:

how to write marketing essay

  • Start with a Strong Thesis Statement: Begin your essay by restating your thesis statement from the introduction. This serves as a reminder of your main argument and helps orient your readers.
  • Example : If your thesis is about the influence of online reviews on consumer purchasing decisions, remind your readers of this focus.
  • Use Clear and Concise Language: Avoid jargon, first-person narration, or overly complex language that might confuse your readers. Aim for a unique voice and simplicity in your writing.
  • Example : Instead of saying 'utilizing novel paradigms for customer engagement,' you can write 'using new methods to engage potential clients.'
  • Support Your Points with Evidence: Throughout your essay, back up your arguments with evidence from your research. This can include statistics, case studies, expert opinions, or real-life examples.
  • Example : If you're discussing the effectiveness of email marketing, provide data on open rates, click-through rates, and conversion rates.
  • Maintain a Logical Flow: Ensure that your ideas flow smoothly from one paragraph to the next. Use transition words and phrases to guide your readers through your essay on online marketing.
  • Example : Use transitional phrases like 'Furthermore,' 'In addition,' or 'However' to connect ideas.
  • Balance Perspectives: If your topic involves contrasting viewpoints, acknowledge and address counterarguments. This shows that you've considered various angles and strengthens your essay's credibility.
  • Example : If discussing the pros and cons of influencer marketing, present arguments from both sides before stating your position.

Steps After Completing Your Writing

Congratulations! You've successfully completed the writing phase of your marketing essay. However, the journey isn't over yet. What comes next is equally crucial, as it involves refining and polishing your work to ensure it shines brightly. In this section, our marketing essay writing service experts will explore the vital steps that follow the completion of your essay, helping you take your work from good to exceptional.

Editing and Proofreading

Now that you have your marketing essay written, it's time to shift your focus to the critical task of editing and proofreading. This step is like giving your essay a fine polish, ensuring that it's free from errors, flows smoothly, and communicates your ideas with clarity. Editing and proofreading serve several essential purposes:

  • Error Elimination: It's your opportunity to catch and correct grammar, spelling, punctuation, and formatting errors that might have slipped through during the writing process.
  • Clarity Enhancement: You can refine your sentences for clarity, ensuring that your ideas are expressed precisely and concisely.
  • Consistency: Check for consistent formatting, style, and citation throughout your essay.
  • Readability: Ensure that your essay flows logically, with smooth transitions between paragraphs and sections, enhancing overall readability.

Practical Tips for Effective Editing and Proofreading

  • Take a Break: After completing your essay, give yourself some distance from it. Returning to your work with fresh eyes makes it easier to spot errors and awkward phrasing.
  • Read Aloud: Reading your essay aloud helps you identify issues with sentence structure and flow. It's an excellent way to detect awkward or unclear sentences.
  • Focus on One Element at a Time: When proofreading, concentrate on specific elements in each pass. For example, in one round, focus solely on grammar and punctuation, and in the next, concentrate on clarity and coherence.
  • Use Editing Tools: Utilize grammar and spell-checking tools like Grammarly or Microsoft Word's built-in proofreading tools. However, don't rely solely on these; they can miss nuanced errors.
  • Print and Review: Sometimes, seeing your essay on paper rather than on a screen can help you spot errors more effectively.
  • Proofread Backward: When proofreading for spelling and grammar errors, start at the end of your essay and work your way backward. This forces you to focus on individual words rather than the content as a whole.
  • Don't Rush: Take your time during the editing and proofreading process. Rushing can lead to missed errors.

References and Citations

Properly referencing and citing your sources is not only an academic requirement but also a mark of intellectual honesty and rigor. It showcases your commitment to acknowledging the work of others and adds credibility to your marketing essay. According to our experts, who you can buy essays online from, references and citations serve several crucial purposes:

  • Credit to Sources: They give credit to the original authors and sources of the information and ideas you've used in your essay.
  • Avoiding Plagiarism: Proper citations demonstrate that you have not plagiarized others' work, a serious academic offense.
  • Verification: They allow readers to verify the information you've presented and find additional resources on the topic.

Practical Tips for References and Citations

  • Know Your Citation Style: Familiarize yourself with the specific citation style required by your academic institution or instructor (e.g., APA, MLA, Chicago). Each style has its own guidelines for formatting citations.
  • Create a Reference List: Compile a list of all the sources you've used in your essay. This list typically appears at the end of your essay and is called the 'References,' 'Works Cited,' or 'Bibliography' page, depending on the citation style.
  • Follow the Citation Style: Ensure that your in-text citations and reference list adhere to the rules of your chosen citation style. This includes formatting, punctuation, and capitalization.
  • Use Citation Tools: Consider using citation management tools like Zotero, EndNote, or Citation Machine. These tools can help you format citations correctly and manage your references efficiently.
  • Understand In-Text Citations: Learn how to properly use in-text citations to indicate where you've used information from a particular source within your essay.
  • Be Consistent: Ensure that your citation style is consistent throughout your essay. For instance, if you're using APA style, maintain APA style for all citations, including quotations, paraphrases, and references.

What's a Short Essay About Marketing?

A short essay on what is marketing is a concise written piece that explores specific aspects of marketing, often within a limited word count. These essays aim to provide insights into marketing concepts, strategies, or trends while maintaining brevity. Short marketing essays are typically used in academic settings to assess students' understanding of marketing topics or in professional contexts to communicate key marketing ideas succinctly.

What Is Marketing in Just 250 Words?

According to our authors who professionally writing essays for money , marketing is the multifaceted process of promoting and selling products or services. It encompasses a wide range of activities, from understanding consumer needs and preferences to designing effective advertising campaigns. Marketing involves the four essential elements known as the '4 Ps': Product (creating and offering the right product), Price (setting a competitive price), Place (making the product accessible to consumers), and Promotion (communicating the product's value and benefits).

In a world that's constantly evolving, marketing has embraced digital platforms, social media, and data-driven insights. It's not just about selling anymore; it's about building lasting customer relationships, enhancing brand visibility, and adapting to changing consumer behaviors.

In 250 words, it's challenging to cover all aspects of marketing comprehensively, but this brief overview highlights its central role in connecting businesses with their target audiences, driving sales, and shaping consumer choices in today's competitive marketplace.

Why Is Marketing So Crucial?

Marketing is crucial because it is the bridge between businesses and their customers. It not only introduces products and services to the world but also cultivates a deep understanding of consumer needs. In a crowded marketplace, effective marketing sets businesses apart by capturing attention, building trust, and driving sales. It's the cornerstone of brand success and a vital tool for navigating the ever-evolving landscape of consumer behavior and preferences. In essence, marketing isn't just important; it's the lifeblood of businesses seeking growth and sustainability.

From choosing the perfect topic to mastering the intricacies of essay structure, conducting research, and refining your writing, you've acquired the tools and insights needed to craft compelling narratives. Whether you're working on an essay on global marketing or delving into a specific niche, keep in mind that a meticulously crafted composition serves a purpose beyond academics—it's your gateway to exploring the dynamics of persuasion and consumer behavior.

Meanwhile, if needed, you can always hit us up with your ‘ help me write my essay ’ request. We’re ready to help you find inspiration in the dynamic field of marketing and continue to explore its ever-evolving landscape with curiosity and confidence!

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  • Marketing essays

Whether you’re studying a full marketing degree, taking a CIM qualification or doing a marketing module, you’ll appreciate our range of marketing essays, coursework examples and dissertations. They are here for marketing students like yourself to see how a great essay is written – submitted by marketing students who have been in your shoes! Find more marketing essays here.

The importance of design strategy

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Airbnb accommodations are no longer unique nor authentic.

In our current society, we often get overwhelmed by the endless amount of offers and choices when it comes to buying literally anything. This includes booking a place to stay during our vacations. However, finding the best quality-price ratio is no longer our only challenge when looking for an accommodation. In addition, all the places … Read more

Investigate the benefits of using influencers as a marketing technique.

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Brands and digital transformation (draft)

What is a Brand? Before attempting to include any definition of the term brand, it is important to acknowledge that it is overdefined given the fact that it has been existing for over 15 centuries (Stern, 2006). According to the systematic review of the brand definitions of over 100 papers and many expert interviews, a … Read more

Developing a strong brand purpose for success

Introduction In modern society, if a brand is to succeed it must have a strong brand purpose in order to cultivate a committed and growing base of consumers. James Collins and Jerry Poras defined brand purpose as being ‘the organization’s fundamental reason for being. An effective purpose reflects the importance people attach to the company’s … Read more

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McDonald’s Organisational Structure and Marketing Management (7Ps)

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How to write a marketing essay

It is important for any student to comprehend the importance of writing an excellent marketing essay.

Marketing  plays an important role in product success, and market advantage. Research needs to be done on the important marketing attributes to effectively develop a marketing strategy. Writing a marketing essay entails identifying the crucial marketing aspects in a company, which require analysis according to the characteristics of the products. Apart from understanding the research question, and conducting investigation with reliable sources, it is important that a writer knows how to write a marketing essay. An essay writer, who does not communicate the points well, gets lost and becomes irrelevant in the essay.

Learning  how to write a marketing essay  involves more than just writing an introduction, body, and conclusion. This essay requires engaging the reader by using the required intellect to express the essay points effectively. The effectiveness of a marketing essay depends on the outline developed in writing the paper. It is recommended that the essay starts with other marketing experts’ logical framework. A marketing consultant needs to understand the position of the market by conducting a study on the management of the company, and its products. After the study, a consultant needs to apply Michael Porter and Philip Kotler theories to understand marketing tactics and take advantage of it.

An understanding of how the Five Forces determine the position of a market and how an individual can effectively communicate acceptance of a product is very important when writing a marketing essay. Research on these factors will require including various sources, and putting together a bibliography list. However, it is recommended not to use many sources because the quality of an essay depends on the potential and relevance of the work cited in achieving the objective of the research. The place and date of publication is an important factor in determining the quality and potential of a source. Work cited from Georgetown, Yale or Harvard is considered valid as compared to those from US Weekly or People. An essay can use just ten sources, which is sufficed.

After developing the thesis for the market essay, it is recommended that you write down notes for each section of the essay in the outline. This outline will assist you in supporting the thesis statement. A marketing essay outline should contain expert framework information, and show how it is applied in a real world business setting. A good way of supporting the ideas and following up on the thesis is to use relevant case study. Multinational companies like Ford or Wal-Mart or other privately owned firms can offer good examples of case study to support a marketing strategy. These provide useful information and demonstrate the significance of the topic to business managers. This is the best approach to start a marketing essay.

A good introduction must summarize the content of the essay, and capture the attention of a reader by creating curiosity of what the discussion of the essay seeks to achieve. When writing a marketing essay, the recommended approach is to conduct research for the topic, as an issue that is significant to the reader, and discuss how knowledge of marketing is important. The opening of a marketing essay should be logical by following an outlined approach to the argument. This allows a good flow of discussion in the essay’s body. A good introduction serves as a guide for the essay. The essay’s body is the important section when writing a marketing essay and it is important that the writer remains focused on the essay outline to effectively discuss the points by allowing the body to present research findings well.

A marketing essay should contain a conclusion that summarizes the discussion of the essay that includes what was learned from the discussion and the expectations according to the stand of the argument presented. A good conclusion needs to develop other thoughts that a reader should think about concerning the topic, and provide recommendations to a problem or discussion before ending the essay.

After finishing writing a marketing essay, an individual is required to revise the paper to identify the areas where one can explore in detail an offshoot of the discussion. It is important that this task is not confused with editing the essay, which entails checking the language used in the paper. However, editing is also important because it allows one get feedback from a peer, which is useful in essay revision. Revising one’s essay allows an individual to come up with a better essay containing new ideas. It is recommended that you set aside enough time to revise your essay to enable you reflect on it. Reflection will enable you to identify something you missed or expand on an idea, which needed elaboration relating to marketing.

We hope enjoyed our guide on ‘how to write a marketing essay’

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March 19, 2020

Marketing Topics

Do you need the best marketing topics you can find? If this is the case, we are certain you already know why finding the best marketing topics is so important. You probably already know that finding exceptional marketing research topics usually means getting bonus points on your essay. The truth is that professors really appreciate originality. And by consistently finding – and writing about – the most interesting marketing research paper topics, you show your professor that you’ve dedicated a lot of time and effort to writing the best essay possible. The final grade you get on your paper will surely reflect this.

Why Do We Offer Marketing Topics for Free?

You may be wondering why we are offering marketing topics for research paper for free. The truth is that we don’t get anything out of it. Our professional academic writers put together these 50 interesting topics because we want to help students. We want you to get the highest possible grades on your academic papers. After all, we know how difficult it can be to consistently get high grades on essays – especially when you need to write three of four of them every month. We are more than happy to give you more than enough marketing topics to write about for free.

Is It Really Difficult to Find Marketing Research Topics?

But wouldn’t it be easier for you to just search for marketing essay topics on your own? The sad truth is that it would take you many hours of work to come up with a couple of decent topics. You don’t have the experience of an academic writer. To find great marketing topics for research, you would need to ask around on blogs and forums, read journals and papers written by experts, and even scour the Internet. You would, of course, then need to modify the topics you find to make them unique. Also, you want to make sure none of your classmates will be writing a paper on one of your marketing paper topics.

50 of the Best Marketing Topics From Industry Experts

To save you a lot of time and effort, we created an entire list of marketing research topics. Again, these are all 100% free to use as you see fit. We’re also doing our best to update the list as frequently as possible to make sure we can help as many students as possible.

Digital Marketing Topics

Looking for some digital marketing plan topics or some topics about digital marketing in general? Take a look at these ideas:

  • How does A/B testing work?
  • The best customer experience opportunities for digital marketers.
  • How to create a digital campaign in 5 steps?
  • What is experiential marketing?
  • Using geolocation to your advantage.

Marketing Blog Topics

If you have a blog and want fresh content, read these marketing blog topics and pick the one that suits your needs:

  • The basics of growth hacking.
  • The success of influencer marketing.
  • Taking advantage of local marketing.
  • What is luxury branding and how you can go wrong.
  • Does marketing automation exist?

Marketing Research Topics for College Students

Don’t need marketing presentation topics? In this case, here are some marketing research topics for college students that you can write about right now:

  • Advanced multi-channel marketing strategies.
  • How does personalized marketing work?
  • 5 of the best ROI tips you don’t want to miss in 2020.
  • Analyzing social engagement metrics correctly.
  • How to build content marketing authority fast.

Content Marketing Topics

Content marketing is a huge industry. New and innovative techniques appear every month. Here are some fresh content marketing topics for you:

  • The best content strategy for 2020.
  • What is visual content marketing and how does it work?
  • What are IAB Rising Star Ads and why are they better than traditional ads?
  • Using content curation to your advantage.
  • The “content headache” phenomenon in the United Kingdom.

Hot Topics in Marketing

Everything hot, including digital marketing blog topics, is listed below for you to use for free today:

  • Is your SME losing revenue because it lacks a mobile website?
  • The best practices of mobile marketing in 2020.
  • The path to purchase for mobile users in the United States.
  • Will desktop search numbers fall below mobile search numbers in 2020?
  • The importance of storytelling in 2020.

Controversial Marketing Topics

If you want to impress your professor, pick one of our controversial marketing topics (just make sure to write in an objective, unbiased manner):

  • Should you use PLAs (Product Listing Ads) or paid advertising on Google?
  • Does Google really favor big brands and disregard small businesses?
  • Social media does not affect SEO rankings in Google.
  • Traditional on-page SEO is dead for all intents and purposes.
  • Grey SEO techniques don’t pose any problems for the savvy marketer.

International Marketing Topics

International markets are interesting, so here are some unique international marketing topics that you can write a paper about today:

  • The key aspects of international marketing management.
  • The 3 most useful analytics tools for international marketing campaigns.
  • Finding your target market in 2020 home or abroad.
  • Understanding cultural differences can make or break your marketing campaigns.
  • Does the world care about green (eco-friendly) marketing techniques?

Trending Marketing Topics

Are sport marketing research topics trending right now? Yes, but there are many other trending topics that make for an amazing essay:

  • Is word-of-mouth marketing better than any other form of marketing?
  • How does Facebook post sharing affect your revenue?
  • Should you focus on driving ecommerce traffic from social media?
  • The ultimate Instagram marketing guide.
  • Should marketers use less text in UX design?

Social Media Marketing Topics

Social media marketing can be difficult and its methods can be very intriguing. Here are some of the social media marketing topics we would write a paper about:

  • 3 Facebook case studies relevant in 2020.
  • What is the conversion rate of the average Facebook marketing campaign?
  • Is Facebook’s organic reach fading away?
  • Can LinkedIn be used as a marketing resource?
  • Tips and Tricks for advertising successfully on Twitter.

Sports Marketing Topics

Of course, no list would be complete without some interesting and original sports marketing topics. Here are some examples:

  • The effects of traditional marketing on ticket purchases: a case study.
  • What is sports association and how can you make money with it?
  • Do football sports clubs really need marketing campaigns?
  • Why do people watch e-sports?
  • When do brands choose to dissociate with an athlete or a team?

When you’re writing your dissertation, you need to be very careful about the topic you choose. There are hundreds of marketing dissertation topics you can choose from, but not all of them are right for you. The best way to make sure you choose the right topic is to work closely with one of our expert dissertation writers . Getting a list of marketing thesis topics is quick and simple. Of course, you can pick the topic you feel most comfortable writing about. If you need additional help, our experts will be more than happy to assist you.

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--> Marketing Essay Example

Executive summary.

Marketing entails such activities as product design, strategies, pricing, and advertising among others. Most of these aspects contribute to the success of marketing. The current paper is a marketing report of the Perfetto Juice Company. This company is based in the UK and operates in more than 15 countries. The paper begins with defining the elements of marketing that include research, strategy, planning and tactics. After that, the paper will present a list of the benefits of marketing orientation such as responsiveness, building customer value and constant improvement. Besides, the paper deals with the macro and micro environment factors that affect the marketing strategy of the Perfetto Juice Company. The Perfetto Juice Company has a strong brand image due to the production of quality products. However, due to the rapidly changing contemporary market, the Perffeto Juice Company needs to adopt effective marketing strategies aimed at ensuring its competitive advantage. So as to remain competitive, the Perffeto Juice Company needs to ensure that different aspects of marketing used by the company meet the wishes and needs of the target market.


Marketing is a broad term that entails different activities such as product design, strategies, pricing and advertising among others. The mentioned activities are carried out in the marketing process. However, there are more important aspects of marketing that contribute to its success and serve as the backbone of marketing. The given company is an organisation that produces fruit juice. The company supplies healthy beverages to its clientele across the globe. The company is based in the UK and is proud to be the number one smoothie brand in Europe. Its target market ranges from children to adults. The Perfetto Juice Company operates in more than 15 countries across the world. The paper entails a marketing report of the Perfetto Juice Company.

1.1 Elements of Marketing Process As noted above, there are more important elements of marketing that contribute to the marketing process. These are research, strategy, planning and tactics. 1.1.1 Research Research is carried out to gather information on what the market wants. In the given case, the Perfetto Juice Company will carry out market research to identify the message it will adopt for its advertisement campaign and the channel that will be the best to be used. Besides, the company will determine the positioning by which it will target the right segment. According to Kotler and Keller, doing a market research helps the companies to analyse and determine their actions. 1.1.2 Strategy Once the company has its data ready, it will get to know where its products stand and identify the position of the company in the market regarding its strengths and weaknesses. As indicated by the studies, this element gives a company an idea of the type of strategies it will need to implement, and the factors it will have to take into account to remain competitive and successful in the market. Therefore, after research, the element of strategy decides a company’s mission, vision, goals and direction. The Perfetto Juice Company needs to ensure that its strategic plan is carefully elaborated by considering all opportunities. 1.1.3 Planning Using the knowledge of where a company wants to be the company has to plan how it will achieve this goal. This is done by a company’s planning department. Kotler and Keller demonstrate that the marketing plan comprises of financial planning, sales forecasting, communications strategy and benchmarks that define how the company will meet its future strategic goals. The Perfetto Juice Company planning department needs to have a timeline to help it monitor its achievement of the strategic plan. 1.1.4 Tactics According to the research, the tactics are the short-term plans a company implements to attract and retain customers, beat rivals, provide better customer value and increase sales. For example, when a company provides an offer of Buy 1, get 1 free , it is applying the sales tactic of attracting customers. Besides, reducing the price for a product on a holiday is a promotional tactic. By adopting such tactics, the Perfetto Juice Company will ensure that it is in line with the planning it conducted at earlier stages. Research indicates that most companies remain successful in the industry because they adopt smart marketing tactics. Due to the competitive nature of the beverage industry, it is necessary for the Perfetto Juice Company to adopt smart tactics such as price reduction to achieve customer acquisition and gain good revenues. 1.2 The Benefits and Costs of Marketing Orientation for Perfetto Juice Company Market orientation is a business viewpoint whereby the primary focus of a company is learning both the known and unknown needs of its target market and trying to fulfil them. 1.2.1 Responsiveness Customer orientation is regarded as one of the core pillars of market orientation. Research states that the companies that adopt this orientation have an advantage over their rivals since they stay ahead of the curve in marketplace responsiveness. Adopting market orientation will be a significant advantage for the Perfetto Juice Company. This is because the company will not only manufacture products that will meet the needs of its target market, but also do it promptly. 1.2.2 Building Customer Value A market-oriented approach will help the Perfetto Juice Company build customer value. The company will increase its customers’ loyalty to its brand hence develop customer repeat. Brand loyalty is important in marketing since it creates customer resistance to competitors’ lucrative offers such as introductory incentives. The customers, who feel their demands are highly valued by a company, reward the company with larger purchases and repeat sales. 1.2.3 Constant Improvement Market orientation helps a company improve its processes and systems since it fosters a culture of implementation. Using the market orientation approach, the Perfetto Juice Company will be able to improve the product offerings and adapt to the present and future needs of its clientele.

2.1 The Macro and Micro Environmental Factors There are two kinds of external marketing environments; micro and macro. These factors are beyond the control of marketers, but they still influence the decisions made while creating a marketing strategy. The macro environmental factors are those that indirectly affect a company by influencing market-related decisions. These include the demographics of the populace a company is operating with. Lamb et al. indicate that age distribution, religion, growth rate and ethnicity influence customer preferences and the behaviour of employees. Since the Perfetto Juice Company operates in different countries, it is important for the company to structure its products to suit the demographics and expectations of each region. Additionally, the economic factors related to the production of goods, distribution and customer purchase power influence business decisions within the company. The physical forces such as natural renewal and non-renewal forces also influence the ways of how resources in the Perfetto Juice Company are utilised and managed. The technological factors will determine which kind of machinery the company will use in a particular country. This is dictated by the products a company can produce within a given time. Besides, the company should consider the political and legal requirements established by the government and pressure groups of each region. This is because the factors will determine the company’s production ability, design, pricing and promotion. Furthermore, the Perfetto Juice Company needs to consider the socio-cultural factors.  This is needed for the production of goods that are in-line with the cultural values of the company’s target market, as well as the cultural lifestyle. On the other hand, the micro environmental factors are in the company’s propinquity. This is because they influence the company’s product range and organisation. Though the micro environmental factors affect the company directly, it is not possible for the company to change or improve them. They include market intermediaries, suppliers, governmental authorities, ultimate and industrial customers, and international customers. These factors are affected by the decisions made by the company. For example, the Perfetto Juice Company needs suppliers of raw materials such as farmers. However, the company cannot influence the decisions of farmers concerning the quantity and price of raw materials that they can supply at any time. Other factors influencing product differentiation, quality and quantity are the competitors and public. Thus, the Perfetto Juice Company needs to structure its business practices in-line with the micro environmental factors. 2.2 The Basis of Segmenting the Market It is an important task for a single company to participate in a large-scale production, mass distribution and extensive promotion of products. This is because such operations result in increased operational costs. In order to reduce these costs, companies need to segment their market. Market segmentation is also meant to meet the demands of the target market. In the fruit juice industry, customers have similar preferences. All of them want juice that is meticulously produced and good for their health. Considering this requirement, the Perfetto Juice Company can segment its market as follows. 2.2.1 Demographic Segmentation The product, juice, is not limited to any group, individual or gender. It is a product intended for everyone, be it the higher class, middle class or poor people. Though the product may require the target group to allocate a proportion of their income, it can be provided in quantities that would cater for people with different income. The main challenge to the Perfetto Juice Company is to convince its target market to buy their juice for its nutritional value. As such, the main target group of the company will be individuals that are health conscious and those who care about their weight. By taking into account this factor, the company will set affordable prices and adopt efficient strategies to convince its target group to buy the juice and smoothies produced by the company. 2.2.2 Psychographic Segmentation Such issues as personality traits, lifestyle and personal values are used to segment the market. In this regard, the segmentation of the target group for such products as juice and smoothies should approach achievers. The Perfetto Juice Company should attract people who want to try their product in the market. The company’s advertising should focus on people of conservative views. Besides, it should create a perspective of healthier life if the juice and smoothies produced by the company are consumed. 2.2.3 Behavioural Segmentation Based on consumer behaviour, fruit juice and smoothies can be segmented based on the benefits the consumers seek to achieve as a result of buying the product. The buyers look for the juice that will meet their preferences. Therefore, the company should ensure that the advertisements enhance customer loyalty.  The Perfetto Juice Company should emphasise the importance to increase the consumption of the product during the day. To achieve loyalty, the company should ensure that the juice and smoothies serve the interests of the target market and satisfy customers’ expectations. This means that juice and smoothies produced should be of high quality. 2.3 Factors Influencing Market segmentation 2.3.1 Strengths and Philosophies The appropriate market segment can be described as the one where customer needs reflect the things a company has to offer regarding the business values, philosophy and product strengths. This will help the Perfetto Juice Company to develop and deliver high-quality products. Besides, the company also has low-cost advantages in its operations. Therefore, it will benefit the company to choose a budget-conscious market with quality preferences. 2.3.2 Competition Another external factor influencing market segmentation is the level of competition. According to the research, it is important for the companies to compare the benefits of offering products in different market segments. Choosing a marketplace with few competitors is always a better option. In the smoothies industry, customers rely on the major providers who control the market. The Perfetto Juice Company has an advantage since it is a widely recognised brand. From the scenario, the company was named the official juice and smoothies provider for 2012 Summer Olympic Games. This is a clear indication that the company produces quality products. 2.4 Consumer Buying Behaviour The process of consumer buying is complex since there are many uncontrollable factors that influence customer buying behaviour. Culture is the first factor influencing consumer buying behaviour. Culture entails the beliefs and attitudes adopted by people in the course of their development. Culture helps people develop opinions that influence their choices of purchasing particular products. As such, the Perfetto Juice Company needs to do a market research to gather information on the cultural preferences of its target market. This will help the company deliver products that will meet the customer’s cultural preferences. Social status is the second influencing factor. The levels of social standing and income as well as an individual’s lifestyle influence their buying habits. A person who earns $200000 has a different lifestyle from the one who earns $2000. These two individuals have different buying habits. Besides, character also influences buying decision. Being either an introvert or extrovert influences the purchases made. Thus, the Perfetto Juice Company needs to engage in a vigorous marketing and advertising campaign to influence its target market in terms of purchasing juice and smoothies. The ads should focus on convincing the customers of the health benefits associated with the company’s products. 2.5 Product Repositioning In some cases, the initial positioning of a product does not bring the desired results in terms of customer preferences. In other cases, this positioning could be successful, but the market position could be saturated. As such, companies need to reposition their products. For example, the target market may find the juice and smoothies to have a bad taste. Besides, they may dislike the packaging. As such the Perfetto Juice Company needs to address such issues by repositioning their product. For example, the company could improve the bad tasting brand with a new one and add such labels as “New Tastes” to the juice packaging.

3.1 Products Development to Sustain Competitive Advantage To sustain competitive advantage, companies need to develop unique products. From the case scenario, it is evident that the Perfetto Juice Company develops the best products, which help it maintain a competitive advantage. The company employs differentiation and positioning strategies. The company produces a line-up of products distinguished by an amusing approach to brand. The packaging cans have amusing labels that are refreshed twice a year. 3.2 The Role of Distribution Channel in Promoting Customer Convenience A distribution channel refers to the processes through which a product moves from the production to consumption points. Each stage has organisations referred to as intermediaries. As indicated by the research, customers wish to buy from intermediaries because they offer a wider range of products. Additionally, the use of the distribution channel will help the company reach out to more customers. Evidently, some potential customers may not be in a position to get to the headquarters of the company but through intermediaries, they will get access to the juice and smoothies market. Besides, through the use of a distribution channel, the customers will have a consistent market supply. This is because the distribution channels will ease the storage of Perfetto Juice Company, who will in turn use the warehouses to store raw materials for production.  The company can tack and trace the flow of its products in logistics networks through the use of barcodes. This will ensure that their customers get high-quality goods. 3.3 The Role of Pricing Strategies Pricing strategies provide a reliable way of communicating with clients. Since the price is known to the buyer, they can compare different brands. The Perfetto Juice Company can use pricing to position its products as a high-quality brand. Additionally, pricing serves as an instrument of competition. The Perfetto Juice Company can use pricing to differentiate its business from the competitors. Studies report that pricing can substitute the sales promotion and advertising. As such, the Perfetto Juice Company can use pricing as a motivation to channel customers as a focus of the promotional strategy. In determining the role of pricing strategies, the Perfetto Juice Company needs to evaluate the significance of prices in terms of customer reaction, competitive positioning and financial requirements. 3.4 Promotional Activity and Marketing Objectives The promotional element of marketing is important for persuading customers to purchase a company’s brand over its rivals in the market. The integration of promotional activities is important to long-term brand building. The first concept of integrating promotions is consistency. The Perfetto Juice Company should ensure that the ad messages reflect its core benefits of product quality. This will help the company persuade the customers. The next important aspect is coordination. The timing and selection of promotions through the media are important for reaching customers and influencing them. For example, the Perfetto Juice Company can promote itself as a wholesome brand and strengthen the perception through community involvement to enhance advertising. 3.5 Elements of Extended Marketing Mix The following forms part of the service marketing mix. The first element is people. In the delivery of a product or service, the person delivering it is not different from the product. If the seller is rude to the customer who is purchasing juice or smoothy, the whole experience is labelled as bad. Therefore, the Perfetto Juice Company should invest in the appropriate individuals to perform the service role. The second element is the process. Apparently, the provision of service needs to maintain a balance between standardisation and customisation. Besides, the processes involved require special attention.  The process should be clearly defined on behalf of the service provider. The Perfetto Juice Company should ensure that the process involves areas where customer preference can be accommodated. The last element is physical evidence. The attractiveness and comfort of a service location can influence the experience of the user. Therefore, the Perfetto Juice Company should ensure that they are operating in a calm and comfortable environment to ensure customer attraction and retention.

4.1 Marketing of Perfetto Juice Company using 4P’s The marketing mix consists of four decisions that need to be made with the aim of satisfying customers and achieving the company’s objectives. The four decisions include product, price, promotion and place. Product: the company deals with healthy natural products such as fruit juice and smoothies. These products have been traded on the market for long, and the market seems to be saturated. Therefore, the Perfetto Juice Company needs to reach out to more customers and offer affordable prices for the products. Besides, ensuring that the juice and smoothies are of high-quality will help the company retain its competitive advantage. Pricing: as indicated by the existing research, a company should consider pricing strategies for it to achieve efficient marketing. Pricing decisions depend on the company’s expenses and the prices of competitors. To retain customers, the Perfetto Juice Company should develop high quality products and quote lower prices than its rivals. Promotion: with the increased competition in today’s market, it is important for the companies to adopt promotional strategies aimed create awareness of their products among their customers. The Perfetto Juice Company should adopt promotional strategies that include sales promotion, advertising and personal selling. The company can also use the social media to reach a wider target market. In turn, this will boost the market share and sales of the company. Place: this denotes the location where the products can be purchased. This includes virtual and physical stores. The Perfetto Juice Company can either distribute its products through distribution channels or sell them directly to the customers. 4.2 Business versus Consumer Marketing The success of a company’s marketing strategy entails achieving an understanding of the markets of operation. These can be consumer or business markets. The difference between the two markets can be defined by determining who is buying the goods and why the goods are being bought. In the business markets, goods and services are sold to different businesses, governments and intermediaries who then re-sell them to customers. On the other hand, in the consumer markets, the goods are sold to the consumers for consumption rather than for re-sale. Due to the differences in the two markets, the adopted marketing strategies would also be different. Business markets involve sales and purchasing of goods and services by various businesses, governments and market intermediaries to facilitate the finished product that is then re-sold to the end user. In contrast, consumer markets involve the purchase and sales of goods and services to consumers for their use rather than for re-sale. The company needs to develop its strategies based on the needs and buying processes of the specific market. In the consumer markets, the buying decisions for larger purchases might be complex. This is because the decisions might involve multiple family members. This is unlike the situation in the business markets where the buying process involves high decision making. 4.3 Domestic Market versus International Market Marketing has been defined as the efficient utilisation of the resources of a company to meet consumer demands. Marketing is carried out either locally and nationally or internationally. There are certain differences between international and domestic marketing. Domestic market entails selling of the company’s products within a local financial market. On the other hand, international marketing entails selling of the products in an international financial market. Unlike the international market, there are no language barriers in domestic marketing. Besides, obtaining data on marketing trends is easier. In terms of the international marketing, every country has its business laws and every company operating in the international market must follow them. In addition, the international market is unstable, and companies need to be ready for any changes.

The paper encompasses a report on the marketing strategy of the Perfetto Juice Company. The company is seen to have a strong brand image due to the production of quality products. However, due to the rapidly changing modern market, the Perffeto Juice Company needs to adopt effective marketing strategies. The paper has discussed a range of marketing elements such as promotional strategies, the marketing mix, macro- and micro-environmental factors, market segmentation and product development aimed at ensuring a stable competitive advantage. So as to remain competitive, the Perffeto Juice Company needs to ensure that the different aspects of marketing used by the company meet the needs and wishes of the target market.

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89 International Marketing Essay Topics

🏆 best essay topics on international marketing, 📌 easy international marketing essay topics, 👍 good international marketing research topics & essay examples.

  • Spotify and South Korean International Market This paper recommends South Korea as an ideal international market for Spotify – a music streaming company. The analysis based on macroeconomic factors.
  • The Wiggles Company in the International Markets The Wiggles company is a well-known brand that will continue being successful in the childhood entertainment industry as they have significant business concepts.
  • Zara International Marketing Strategy The given paper attempts to examine and evaluate the marketing strategies of one of the most successful global fashion retailer – Zara.
  • Local Cultures in Globalisation and International Markets Globalisation and international markets condition the great importance of the creation of a unique approach that will be able to consider local cultural peculiarities.
  • Marketing Analysis for Nestlé: Nespresso Segmentation & More This report evaluates Nespresso’s local/international marketing activities over time and across different countries.
  • Nestle International Strategy: Marketing Analysis This research focuses on Nescafe, which is one of the company’s widely consumed products in the UK and other global markets.
  • SPAR International Company: Marketing Plan SPAR International is the world’s biggest food retailer. The work outlines goals for the development of the brand, along with the marketing mix of strategic recommendations.
  • Globalization Influence on Product Development This essay presents a critical analysis of the marketing strategies as they apply to the international marketing efforts of firms in the context of globalization.
  • National Culture and Aesthetics in International Marketing This paper examines the importance of national culture and aesthetics for international businesspeople, describes using demonstrations effect and analyzes American marketers’ work.
  • International Business Management and Marketing This paper considers essays on international business, trade, and investment, financial markets, international HRM, and other articles related to this question.
  • Advertising Effectiveness in International Marketing In international marketing, advertising is one of the main tools that a firm can use to gain a competitive edge over other firms.
  • Cross-Cultural Marketing and Hofstede’s Model This paper examines the effect of culture and the importance of cross-cultural analysis on international marketing, with a focus on Hofstede’s model of cross-cultural analysis.
  • International Market Development at Edutot Japan International markets differ in terms of legal systems, economic status, language, religion, and culture. The legal system affects the operations of a company.
  • International Markets and Its Opportunities An organisation should increase its value than rivals through stocking more resources and distinguishing its capabilities.
  • International Marketing: Personal View The international managers have the obligation of adhering to the international policies to ensure that their businesses run smoothly.
  • Automotive International Marketing in Turkey The study is about international marketing and focuses on the appropriate implementation of communication mix within the automobile industry. The area of study was in Turkey.
  • Global and Multi-Domestic Marketing Approaches There is a need for aggressive managers who can innovate and initiate skills that are important in navigating the pressures that affect the growth in company sizes.
  • Vehicle Exporting: From United States to Mexico The purpose of the given executive business plan is to demonstrate the underlying ideas, market features, and business approach of exporting vehicle or auto parts from US to Mexico.
  • International Marketing: Global Corporation vs. Company A global corporation needs to be capable of addressing the issues that emerge in the context of a particular culture when promoting products and services to diverse audiences.
  • “The Globalization of Markets” Book by Levitt Levitt predicted a range of trends that would occur in the global market, including the need to appeal to different types of customers.
  • Market Globalization and Global Marketing Pitfalls Customization is fraught with several outcomes that may inhibit the further advancement of a company in the global economy.
  • “Beware the Pitfalls of Global Marketing” by Kashani Kashani addresses some of the problems that he believes to be characteristic of the global marketing environment.
  • Pret a Manger Company’s Foreign Entry Mode Selection The purpose of this paper is to develop a profound strategic plan for international market entry for Pret A Manger.
  • Multinational Companies’ Marketing in Vietnam Entering the Vietnam market is a rather controversial decision due to the presence of the factors such as corruption and bureaucracy.
  • Marketing and Research & Development in India The paper reviews the article tilted Dow Chem to Turn Pune Unit into R&D Hub provided by the India Supply Chain Council.
  • International Marketing and Marketing Communications Marketing communications are messages and related media used to communicate with the target market. It involves advertising, sales promotion, personal selling, and public relations.
  • Gender Symbols Usage in International Family-Oriented Marketing The concepts of social structuring and the formation of gender symbols are considered to be the central issues of family-oriented marketing developing on the international level.
  • FruitRich Private Limited’s International Marketing International marketing plan for the promotion of a new juice brand FruitRich Private Limited, which produces natural fruit juices with various flavors.
  • Environmental Factors Affecting Global and Domestic Marketing Decisions So the main potent of the marketing strategy must be in providing business travel solutions at the lowest possible prices.
  • International Marketing – Impact of Globalization This paper seeks to identify the impact of globalization in international business and how companies can fully utilize the concept in order to attain their objectives
  • The Coca-Cola Company in Sub-Saharan Africa This paper discusses the origin of the Coca-Cola Company and the company’s scope of the market in Sub-Saharan Africa.
  • Factors and Principles of Successful Multinational Marketing Description of a successful marketing strategy in a multinational market and competition of products of the same characteristics.
  • Internationalization of a Bicycle Company: India & the US The need for internationalization of companies began when firms saw the necessity to increase their export efforts due to the declining domestic consumptions.
  • Market Entry Strategy on Example Wal-Mart This research is aimed at discovering the entry strategy that shall be employed by the company in entering into this market where it is already saturated.
  • The Role of Internet on International Marketing There is a need to study the practical impact of the internet on international marketing and how such modern technology will change the face of traditional marketing phenomena.
  • Analysis and Strategy in Global Marketing The paper examines the various strategies used in global marketing. It starts with an introduction then outlines Porter’s five forces model in the industry competition.
  • International Marketing Management: Advertisement Strategies and Global Market Advertisers in the world or global market encounter limitations, which include media and products that are unique as well as the language, that are also unique in every market.
  • Mercury Shoes Company’s New Opportunity in China The Mercury Shoes company has to promote better operational plans to aim the 10 million unit annual sales. China has no injuries from the hit of the global recession.
  • Marketing Communication Strategies: Domestic and International Markets The essay explores the similarities and differences of the international and domestic marketing communication strategies that are used to market voice-activated braking systems
  • Mercedes Benz Company’s Marketing Plan for the UAE The paper is a marketing plan for Mercedes Benz. The main objective is to increase the market share of Mercedes Benz in the UAE.
  • Anheuser-Busch InBev: International Marketing for Success This paper has used Anheuser-Busch InBev to illustrate how businesses can move from operating in a small domestic market to dominating global markets through international marketing.
  • International Business: Amazon.com Marketing Strategies This term paper focuses on the marketing strategies of Amazon.com and how it has contributed to its continual growth in the competitive e-Commerce.
  • Yogurtland and Micromax: Marketing Strategy To expand, the company has to apply product standardization with the elements of adaptation. The company has to use a global strategy as its primary method to achieve success.
  • Apple Incorporation: International Marketing This paper tells that the four functions of the management theory are a key aspect in determining the short and long-term success of any business.
  • Global Marketing Strategy Development Benefits This paper examines the various marketing strategies that are essential for the success of any company within the global market.
  • McGraw Hill Publisher: The International Marketing Analysis The report is an analysis of the role of marketing concepts, and implications at local and international levels that ensure the company succeeds in promoting products and services.
  • Nova Energy Drinks Company Nova Energy Drinks company explores new potential opportunities of moving to an international arena, penetrating two foreign markets in South America: Argentina and Venezuela.
  • Expanding Ultima Foods in China Ultima Foods is a Canadian food company that owns two brands of dairy products. The country selected for expansion is China, and it is known for its a growing economy.
  • International Marketing: New Level of Business Global trade increases sales and profits and puts the name of the brand on the worldwide market, which makes it extremely attractive for domestic businesses.
  • International Expansion Strategies to Consider It is more beneficial to expand a business internationally. However, this comes with an array of challenges that might discourage some entrepreneurs from doing it.
  • Brasil Foods Company’s International Strategy There are three main international strategies that companies can undertake to achieve higher prosperity and profitability.
  • The Disney Difference: Making Magic Happen This essay provides information on the Disney Difference and their impact on corporate, competitive, and functional strategies.
  • Global Marketing: Adaptation vs. Standardization Global marketing is a complex process that must take into account various cultural, legal, and socio-economic aspects to work successfully.
  • Lidl Expansion to Norway and Mexico Lidl, a Germany-based international discount retailer, is considering entering another country’s market. It has narrowed its choices down to either Norway or Mexico.
  • Rolls-Royce Motor Cars in Singapore The Asian market is the perfect economic destination regarding population growth and financial potential. That is the reason why Rolls-Royce chose Singapore to open its filial.
  • The Importance of Understanding Culture in Marketing When products are being exported across countries’ borders, managers should know the customers’ needs, which are often dictated by the cultures where the consumers reside.
  • The UK Juicers Company: Internationalization Theories This paper seeks to analyse the UK Juicers Company in correspondence with the theories of internationalization which include economic, learning and network.
  • International Green Marketing in British and Romanian Firms The main idea in green marketing is to promote one’s product or operation, so that one’s consumers will know that the company and its products are environmentally sustainable.
  • Impact Confections Company Expanding Outside the US Expanding a company to the international market results in increased employment and healthy financial development.
  • The Hydraloop Water Recycler’s International Marketing Hydraloop H600 water recycler is a water recycling system created by Hydraloop Systems and produced by the Technologies Added factory.
  • Multinational Enterprises’ Global Strategy Adjustments A global strategy is based on the assumption that the consumption and production patterns of goods and services are homogenous worldwide and countries are interconnected.
  • International Marketing of Coca-Cola When it comes to entering the IFCD market, Coca-Cola will have to overcome many barriers and market risks to be successful.
  • The Coca-Cola Company’s Strategic Plan in Pakistan Coca-Cola is the most prominent foods and Beverages Company in terms of growth and global market in this industry.
  • Samsung: The Global Marketing Offering the wide product line that addresses the needs of many different target groups is the main idea of Samsung’s global strategy.
  • Multinational Enterprises’ Choice of Modes of Entry There is no “one shirt fits all” strategy when it comes to figuring out the best mode of entry (MOE) into foreign markets by multinational enterprises (MNEs).
  • Amazon Inc. in the Context of International Business Economics and Markets Amazon can focus on the different ways that products can be used to attract buyers in South Africa. Promotions using social media and TV advertisements can be implemented.
  • Starbucks Company’s International Business Strategy In realizing its future internationalization agenda, Starbucks can consider venturing into more partnerships in the foreign markets and directly compete with existing retailers.
  • The Fresh Direct Firm’s Entry into the Chinese Market FreshDirect is one of the organizations that has been striving to introduce innovative food delivery services. It has strong changes at entering the Chinese market successfully.
  • Reasons for Companies to Enter Foreign Market The purpose that guides a particular company’s strategy building is the financial benefits an enterprise expects to obtain from specific interventions’ successful implementation.
  • A US Diapers Firm’s Entry into the Brazilian Market The Brazilian market entry of a U.S. manufacturer of disposable diapers requires particular attention due to the differences in conditions between the two locations.
  • Furbo Dog Nanny: International Marketing This paper explores the global pet monitoring industry, with an emphasis on the segmentation and differentiation of Furbo’s strategies for expanding operations in Australia.
  • Multinational Agricultural Manufacturing Companies’ Standardization & Adaptation The most popular approaches that multinational companies use to serve their customers from various countries are standardization and adaptation.
  • Swipr Software Company’s Entry Into China Swipr is a software company that runs a microblogging platform. This paper aims to study the viability of the company’s entry ambitions into China.
  • International Marketing Plan of Progresso Soups in Santiago, Chile This report presents an international business proposal for the expansion of the GMI company through the marketing of Progresso soups in Santiago, Chile.
  • Internationalization on Example of Sony Company This essay focuses on one of Sony’s daughter companies, Sony Computer Entertainment, especially on the production and internationalization of gaming consoles called PlayStation.
  • McDonald’s in Hong Kong and Taiwan The difference between McDonald’s in Hong Kong and Taiwan manifests itself in non-obvious aspects of the housing issue and attitudes towards marketing.
  • Marketing Mistakes Affecting International Marketing Marketing mistakes can affect international marketing in that they can cause destroy brand reputation, increase costs associated, and lowers the market share.
  • CarryMore Company’s Internationalization Before the decision to expand its presence abroad, the company was a purely domestic enterprise. It means that CarryMore was limited by exclusively British market orientation.
  • Uppsala Model in Internationalization Decisions This paper critically evaluates how useful/not useful is the Uppsala model in explaining the company’s internationalization decisions.
  • Starbucks: An International Strategy The current paper discusses the case of Starbucks. It is one of the companies most known for its consistent and large-scale international success.
  • International Marketing News The international market is now facing division, with the governments putting much concern on supporting households and businesses that price regime.
  • Rule of Law and Ethics and International Marketing Currently, the attention of the world community is attracted by the rapid development of the “new industrial countries” of Asia, Africa, and Latin America.
  • Norrona Company’s International Marketing Plan This paper presents an international marketing plan that will help Norrona exploit the market opportunity presented by a foreign market – South Africa.
  • International Marketing Strategies of Zalando and Asos The essay implement various theoretical concepts, including high- and low-context nations and Hofstede’s cultural dimensions framework, to analyze Zalando and ASOS strategies.
  • Potential Issues of Expanding into Foreign Markets The expansion of business abroad is a profitable event and a positive aspect in the context of business development. However, it is necessary to take into account many risks.
  • A Ceviche Business in the Chinese Market In my business model, I plan to introduce ceviche to the Chinese. This paper gives an in-depth SWOT analysis of the introduction of ceviche to Chinese cuisine.
  • Sprout&Co Firm’s Entry Mode and Internationalization Given the nature of the business, Sprout&Co plans to adopt a licensing and franchising entry strategy into the international market since it offers numerous benefits.
  • International Marketing: H&M Enters Brunei This paper critically examines Brunei’s marketing environment, company competition level, and entry strategies.
  • National Office Machines and Nippon Cash Machines Merge The merging of National Office Machines from the United States and Nippon Cash Machines from Japan brings two different cultures together with contrasting marketing strategies.
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These essay examples and topics on International Marketing were carefully selected by the StudyCorgi editorial team. They meet our highest standards in terms of grammar, punctuation, style, and fact accuracy. Please ensure you properly reference the materials if you’re using them to write your assignment.

The essay topic collection was published on May 18, 2023 . Last updated on November 9, 2023 .

Essay on Marketing: Top 5 Essays on Marketing | Management

marketing essay

In this essay we will discuss about ‘Marketing’. Find paragraphs, long and short essays on ‘Marketing’ especially written for college students.

Essay on Marketing

Essay Contents:

  • Essay on the Process of Marketing

1. Essay on the Definitions of Marketing:

The term ‘marketing’ has been defined in various ways by different authors.


Some of them are given below:

1. “Marketing is a total system of interacting business activities designed to plan, price, promote and distribute want satisfying products and services to the present and potential customers”– W.J. Stanton.

2. “Marketing is the primary management function which organises and directs the aggregate of business activities involved in converting the customers’’ purchasing power into effective demand for a specific product or service and in moving the product or service to the final consumer or user so as to achieve the company’s profit and other objectives”— Leslie Rodger.

3. “Marketing is the creative management function which promotes trade and employment by assessing consumer needs and initiating research and development to meet than. It co-ordinates the resources of production and distribution of goods and services, and determines and directs the nature and scale of the total efforts required to sale maximum production to the ultimate user”- U.K. Institute of Marketing.

4. “Marketing is the process of determining consumer demand for a product or service, motivating its sales, and distributing it into ulti­mate consumption at a profit”- E.F.L. Brech.

The above definitions refer to the modern concepts of marketing func­tion as against the traditional definition by F.E. Clark who defines the term as :

“marketing consists of those efforts which effect transfers in ownership of goods and care for their physical distribution.”

Thus, we can state that marketing is the process by which the products are made available to the ultimate consumer from their point of origin. It consists of all those activities which are meant to ensure the flow of goods and services from the producer to the consumer. In economic terms, marketing covers those activities which relate to the creation of time, place, and possession utilities. Marketing, therefore, is nothing but per­formance of business activities that direct the flow of goods and services from producer to the consumer.

2. Essay on the Concepts of Marketing:

Elements of Marketing Concept :

A company adopting the marketing concept has three distinguishing elements around its marketing function:

1. It has consumer-orientation in its business planning and activities.

2. It focuses its attention to corporate objectives, including profit. Corporate objectives are given top preference and departmental goals act as the means to achieve corporate goals.

3. It adopts the systems approach in planning, organising, controlling and coordinating its entire business as one system to achieve the overall corporate objectives. We have integrated corporate strategic plans as well as corporate operating plans.

Then there are departmental or functional plans such as production plan, financial plan, marketing plan, etc., and these are duly co-ordinated and integrated by top management. Thus, we have integrated marketing activities throughout the firm.

Customer-orientation, profitable sales volume and integrated marketing activities are the three pillars of the marketing concept. Under the marketing concept, i.e., customer-oriented marketing activities, it is clear that supply becomes the function of demand. Demand is the central controlling factor, and marketing management essentially becomes demand management.

Supply as a function (result) of demand

Benefits of Marketing Concept :

Benefits of new market-oriented business approach are:

(1) Customer needs, wants and desires receive top consideration in all business activities.

(2) Greater attention is given to the product planning and development so that the merchandising can become more effective.

(3) Demand side of the equation of exchange is honoured more and supply is adjusted to changing demand. Hence, more emphasis is given to research and innovation.

(4) Marketing system based on the marketing concept assures integrated view of business operations and indicates interdependence of different departments of a business organisation.

(5) Interests of the enterprise and society can be harmonized as profit through service is emphasized.

(6) Marketing research is now an integral part of marketing process and it is a managerial tool in decision making in the field of marketing.

Selling Concept v/s Marketing Concept

The following are the prominent differences between selling concept and marketing concept:

(1) Selling focuses on seller’s needs, marketing on buyer’s needs.

(2) Selling is preoccupied with seller’s need to convert product into cash; marketing with the idea of satisfying the customer’s needs by means of the product and many things associated with creating, delivering and finally consuming it.

(3) Selling aims at profit through sales volume, i.e., more sales, more profit, marketing aims at profit through serving customer needs or demand.

1. Product enjoys the supreme importance.

2. Emphasis on corporate needs.

3. Company-oriented selling efforts.

4. Goods are already produced. Then management wants to sell them at a profit.

5. Selling aims at short-term objectives.

6. Top priority is given to sales volume rather than profits-increasing sales, rising commission to salesman.

1. Customer enjoys the unique importance.

2. Emphasis is on market needs.

3. Market-oriented selling efforts.

4. Customer demand determines production; we have the problem of adapting supply to demand.

5. Marketing aims at long-term objectives

6. Top priority given to profitable volume of sales and market share at fair prices and reasonable risk.

The need for some selling is taken for granted under the selling concept. Under the marketing concept, the aim of marketing is to render selling unwanted, i.e., a product should sell itself without any promotion effort. Hence, under marketing concept (when a product clicks exactly with buyer’s needs and expectations) all means of promotion are expected to play normal role as modes of marketing communication only.

Traditional Concept of Marketing-

Marketing as a function occupies an important position in the organisation of a business firm.

About marketing, it is the traditional belief and view that:

(i) the efforts for the journey of goods from the producer to the ultimate consumers constitute marketing; and

(ii) the consumers will accept whatever goods the sellers present to them.

In this sense, F.E. Clark stated that marketing consists of those efforts which effect transfers in ownership of goods and care for their physical distribution. According to the traditional concept, marketing consists of the movement of goods from the manufacturers at a time when they are required, to the place where they are used, and for those who use or consume them for various purposes.

Modern Concept of Marketing-

The traditional concept of marketing explained above refers to the physical activities involved in the process of distribution of goods. But, its modern concept is more than a mere physical process. Previously market was considered to be a place where buyers and sellers would meet. But market does not necessarily mean a place.

According to Barwell, marketing consists of identifying, anticipating and satisfying customer needs and desires. To quote E.F.L. Brech, “marketing is the process of determining consumer demand for a product or service, motivating its sales, and distributing it into ultimate consumption at a profit”. According to Stanton, “marketing is the creation and delivery of a standard of living; it is finding out what customers want, then planning and developing a pro­duct or service that will satisfy those wants; and then determining the best way to price, promote and distribute that product or service.”

Peter Drucker observes emphatically that the purpose of business is to create a customer – by which he lays stress on two aspects:

(i) identification of consumer needs, and

(ii) organising the business to meet these needs. Marketing today, thus, involves conscious and organised efforts by a busi­ness firm to find out what the community needs and how best it can help the community derive the fullest satisfaction from the activities of the business. The modern concept, this way, focuses on the consumers and their satisfaction.

The business firm produces:

a.  the types of products which the consumers need,

b.  the quantities that the consumers require,

c.  the products at prices that the consumers will pay for the satis­faction offered to than,

d.  the products at the time when the consumers need them, and

e.  distributes in a manner through channels that suit the convenience of the consumers most.

That is why, the approach of modern marketing is consumer-oriented, instead of solely product-oriented.

The consumer-oriented approach of marketing brings out the following in particular:

(1) Marketing is a system of business activities;

(2) Marketing is an important managerial function;

(3) Marketing is the end-result of many other activities;

(4) Marketing is designed to plan, promote, distribute the product car service; and

(5) Marketing is the creation and delivery of a standard of living to the consumers and society.

Changed Concept of Marketing:

The concepts on marketing have undergone significant changes as we witness in the real world. Its approach was solely and exclusively product-oriented in the first-half of this cen­tury. Its approach thereafter became sales-oriented in the middle of this century and now it is consumer-oriented at the fag-end of this century.

Although we find that modern marketing is engrossed with the assessment of consumer needs and demands, it is yet to fulfill the consumers’ aspirations for quality and pricing of products and/or services. The twin aspects of quality and price, which are essential elements of a total marketing concept, are vital and necessary for the fullest satisfaction of consumers.

These are not being achieved on account of all normal inflationary factors and paucity of skilled labour force. But it is felt that the factors of high technology, rigid product-quality standards, and the future generation of skilled craftsmen and technicians having cost consciousness will greatly contribute to the attainment of consumer satisfaction with the advent of twenty-first century. This likelihood can be discerned from the government’s initiative and the efforts of professionals in this direction.

3. Essay on the Evolution Process of Marketing:

The evolution process may be charted as follows:


These are discussed below in brief:

(i) Barter System:

It may be regarded as the initial beginning of the concept and approach of marketing in the evolution process. Under this system, the goods are exchanged against goods without any other medium of exchange like money.

This system suffers from certain limitations or drawbacks, as follows:

(a) The method depends on one party to be able to satisfy another party’s wants which poses difficulties in most situations; and

(b) The method necessitates the determination of a rate of exchange which is difficult to arrive at in nest circumstances of the trade.

(ii) Production Orientation:

This approach was based on the assumption that whatever is produced wall be accepted by the customers or consumers. In other words, the producer’ instead of being concerned with the consumer preferences concentrates on the production of goods for the purpose of profit realisation. This approach was the outgrowth of the industrial revolution to produce goods on a mass scale in anticipa­tion of demand.

The drawbacks of this approach are:

(a) The interest of the consumer is virtually ignored to that of the producer;

(b) The marketing becomes either product-oriented or production- oriented;

(c) The stress is not on the consumption which is the ultimate objec­tive of industry and commerce; and

(d) The marketing process comes to an end as soon as the products reach the consumers.

(iii) Sales Orientation:

This approach, in the evolution of marke­ting, involves a deliberate orientation towards the promotion of sale. Various socio-economic factors, like shift from agriculture to industry, development of the means of transport and communications, better living standards of people, competition among the producers to reach out to consu­mers, etc., have given birth to this approach.

In a word, if puts emphasis only on the increase of sales turnover without any consideration of the production of the goods desired by the consumers. The selling activity becomes the dominant factor in the marketing of goods in an environment of competition. The major limitation of the system is that marketing becomes highly sales-oriented without any efforts for the satisfaction of the consu­mer needs.

(iv) Consumer/Customer Orientation:

This approach refers to the concept of marketing that is related to the needs of the buyers. Under the system, oily such products are brought forward in the market’ which are capable of satisfying the tastes, preferences, and expectations of the consumers, this stage, in the evolution process of marketing, ushered in a major breakthrough in the outlook of the producers towards marketing.

This stage or phenomenon is characterised by the following redeeming fea­tures:

(a) The production of goods far exceeds the demand;

(b) The increased awareness of the consumers drives than to shift from one product to another; and

(c) The producers realise the consumer demands and choices and there­by, are forced to adopt consumer-oriented approach to marketing so that they can survive in the market.

At this stage, the marketing management strives to organise the factors of production within the organisation keeping in view the factors of consumption outside.

This approach, thus, aims at consumer satisfaction by means of production of the right kind and quality of products, in the right quali­ties, at the right price and in the right market, the matching of products and services with the markets and consumers becomes the motto of the consumer-oriented approach to marketing.

(v) Management Orientation:

This approach or concept can be said to be a natural consequence of increasing attention to the consumer satisfaction. Marketing, under this concept, is connived of as a total management system of interacting business activities designed to plan, promote, and distribute want-satisfying products and services to the exis­ting and potential consumers.

In the present highly competitive and changing world, the marketing factor has become very crucial to all business planning and decision-making.

The marketing function has now come to be associated with various aspects like pricing, products, markets, market research and analysis, advertising and sales proration, field sales, distribution, orga­nisation and staffing, and coordination with the manufacturing and other operations.

In all these areas, the management has to develop and adopt procedures for planning, organising, directing, reviewing, controlling, etc. In other words, the management has to harmonise all these variable factors, in the context of the nature and size of business, to gain conti­nued acceptance of its products and services from the different classes of consumers and customers.

4. Essay on the Approaches to the Study of Marketing:

Among the various approaches to the study of marketing, the following approaches provide good guidance and assistance in understanding the marketing problems and solving them logically:

(i) Product Approach:

This approach to marketing is basically product or commodity-oriented. It takes into account the detailed system and sub-systems of the marketing effort and allied problems and constraints concerning a particular product. Here, the product features and characteris­tics in relation to the markets are carefully analysed to arrive at solu­tions of the constraints identified.

This approach is concerned with single- product strategies holding share in growth markets, increasing share in growth markets, and increasing share in mature markets. The life-cycle of the product is also subjected to severe examination from the technical and commercial aspects in case of products like television, radio, transis­tor, etc.

The approach does not take care of the less-profitable products which may have problems of the same type. Too much attention to the product, at times, inhibits the process of understanding the consumer behaviour and interests.

(ii) Institutional Approach:

This approach to marketing is concerned with the formulation of policies and practices around the institu­tion as a whole and involves considerations of the manufacturing and distri­bution systems. The functions and problems relating these systems are iden­tified, classified and analysed to find out the course of action suitable for a marketing policy and strategy.

For example, the patterns of distribu­tion either through wholesalers or retailers or through opening of branches and sales depots are chosen as the marketing, outlets for footwear class of industries.

In other words, a strategic base is determined and developed by an institution in the marketing dynamics by means of effective co-ordina­tion to reach cut the consumers. Thus, marketing information system through adequate research, planning and programming is essential for an instituti­onal approach to marketing.

(iii) Functional Approach:

This approach to marketing is concer­ned with the activities of two basic functions – selling and buying – which are responsible for the transfer of ownership of goods from the sellers to the buyers.

The following classified functions cane under this approach:

(a) Functions of Exchange (Transfer of ownership):

(i) Buying and Assembling

(ii) Selling.

(b) Functions of Physical Supply (Physical transfer of products):

(iii) Transportation

(iv) Storage (Warehousing).

(c) Facilitating Functions:

(v) Financing

(vi) Pricing

(vii) Risk-taking (Insurance)

(viii) Standardisation

(ix) Advertising and sales promotion.

The study and analysis of the above functions help in understanding the marketing process and provide the bases for formulating marketing poli­cies and practices around these functions. This approach is regarded as an integrated one as it takes into account both the product and institutional approaches. This approach covers all the facets of business planning, decision-making and co-ordination within its fold.

But this functional approach to the study of marketing is not free from criticisms. The practitioners on the subject criticise this approach on the following grounds:-

(a) The marketing functions are difficult to be identified and listed precisely;

(b) The product planning and its design and development are very much linked to the production function than the marketing function;

(c) The different marketing activities and associated problems are given too much importance;

(d) The managerial activities which are vital and significant to the total marketing system are under-estimated; and

(e) The management underscores the importance of decision-making aspects which are bound to arise in the execution of different marketing functions.

(iv) Social Approach:

This approach to the study of marketing’ emphasises the necessity of the marketing function far the good of society. It is the marketing function that provides goods and services to the people in the society according to their needs and preferences at affordable pri­ces. It is that activity which creates and increases the demand of the new and existing products and thereby raises the quality of living of the masses.

That is why, it is stated that the marketing is the creation and delivery of a standard of living to people. The sociologists view marketing as a powerful force that can promote and shape all good things for the betterment of society.

Social consciousness among the masses is accentuated by the marketing function. According to the social scientists, marketing possesses the potentialities of furthering population control dictum, secular ideas, anti-pollution drive and brotherhood among citizens of all castes, creed, and languages.

The school of opinion who are in favour of this approach states that marketing serves the following social objectives:

(1) With better and more efficient marketing sales increase resulting into larger production and diminishing cost. Increased production of goods and services leads to higher national income.

(2) Improved method of marketing research and marketing mix generates new uses of existing products and also new products of greater utility.

(3) Marketing reduces the imbalance in the markets by channelizing surplus production to the deficit areas.

(4) Continuous marketing activity helps maintain continuity of produc­tion and thereby avoids diseconomy in the scale of operations.

(5) The variety of activities involved in marketing function create diverse job opportunities and employment.

(6) In addition to the satisfaction of the physical needs of people, marketing takes into account culturally determined goods for knowledge, pleasure, etc.

(v) Systems Approach:

This approach to the study of marketing considers the marketing function as a sub-system of the society as veil as of the entire organisational entity. As an entity sub-system, marketing co-ordinates the resources of production and distribution of goods and services, determines and directs the nature and scale of the total efforts required for selling, and initiates research and development far consumer satisfaction.

As a sub-system of the society, marketing represents a large number of institutions such as retailers, wholesalers, agents, middlemen, transport agencies, and all those institutions that assist in the continuous flow of goods and services from the producer to the ultimate consumer.

The systems approach to the study of marketing is also called ‘micro- marketing’ denoting that the marketing function is a sub-system of both the organisation as well as the society.

In a systems approach to the marketing function, the following ques­tions are usually asked for an understanding:

(1) What are the strategic parts of the marketing system?

(2) What is the nature of their mutual dependency?

(3) What are the main processes in the marketing system which link the parts together and facilitate their adjustments to each other?

(4) What are the goals sought by the marketing system?

(vi) Managerial Approach:

This approach is also called firm- oriented approach and emphasises the need of managerial decision-making for effectiveness in the marketing efforts. It is believed that this appro­ach helps in increasing the profitability of the firm through betterment of the markets and marketing institutions (like wholesalers, retailers, etc.), the products, and the society.

In this approach, the management is generally faced with two sets of variables such as:-

(1) Controllable variables like product, quality, price, distribution channels, and sales promotion; and

(2) Uncontrollable variables like business environment, competition, and society.

Thus, it becomes the task of the management to study and analyse these variables and strike out a balance between these two sets of variables so that the marketing system grows and delivers the desired results.

In an highly competitive and complex business world, this approach is conside­red as the best for the firms which are always result-oriented in the -atta­inment of objectives like profit maximisation, costumers’ maximum satisfac­tion, market expansion and wealth maximisation.

(vii) Contingency Approach:

More recently, the management experts have come to realise and recognise the contingency nature of organisational management. They view that different problems and opportunities call for different treatments and organisational structures. The environment within which the marketing organisation functions is frequently changing on account of changes in technology, economy, etc.

The contingencies have to be adopted aid so the structure of a marketing organisation might have to be changed with the contingencies. There are many ways to run a marketing function.

For a marketing function to be successful, it must continuously adapt to the business environment, and modify the methods of production and distribu­tion and develop a structure which meets the opportunities and problems at hand. Contingency approach to marketing management refers to this.

In this approach, it is believed that the management of marketing is contingent or dependent upon:

(i) Situation (i.e. environment),

(ii) Peo­ple involved (in the organisation) and

(iii) The manager of the marketing function.

The contingency approach to the study of marketing may, therefore, be schematically represented as follows:

Contingency Approach

The social approach to the study of marketing refers- to the creation and delivery of a standard of living to people in society through their satis­faction.

In a systems approach to the study of marketing, the marketing function is viewed as a sub-system of the society as well as of the entire organisa­tion.

The managerial approach to the study of marketing is concerned with the managerial decision-making for the attainment of result-oriented marketing efforts.

The contingency approach to the study of marketing suggests development of a marketing structure suitable to meet the opportunities and problems at hand.

5. Essay on the Process of Marketing :

Marketing has been viewed as an on going or dynamic process involving a set of interacting activities dealing with a market offering by producers to consumers on the basis of reliable marketing anticipation (sales or demand forecasts).

Marketing is a matching process by which a producer provides a marketing mix (product, price, promotion and physical distribution) that meets consumer demand or a target market within the limits of society.

The process is based on corporate goals and corporate capabilities. Marketing process brings together producers and consumers the two main participants in exchange. Each producer or seller has certain goals and capabilities in making and marketing bi-products.

He uses marketing research as a tool to anticipate market demand. Then he provides a marketing mix in order to capitalize marketing opportunity. An exchange takes place when market offering is acceptable to the customer who is prepared to give something for value (money) in return against the product so bought.

The marketing process covers three main activities, viz., concentration, dispersion and equalisation. These activities are performed by marketing middlemen such as merchant middlemen (wholesalers and retailers) or agent middlemen (brokers and commission agents).

Functional Classification of Marketing :

Marketing process includes marketing functions.

A chart describing the classification of marketing functions is given below:

Marketing Functions

Marketing process covers:

1. Marketing agencies or channels of distribution,

2. Marketing functions,

3. Flow of goods to satisfy market demand and

4. The marketing management which is in charge of planning, directing and controlling the marketing of goods and accomplish the primary marketing objective, viz; satisfaction of market demand.

Marketing research is the starting point in the process of marketing to know customer demand through market analysis and investigation. Resources of men, money, materials and management are employed in the marketing system to perform marketing functions in order to satisfy customer demand (the purpose of marketing).

Marketing Management Serving Demand through Channels of Distribution

1. Marketing research enables us to know the market demand.

2. Marketing functions are needed to satisfy the market demand.

3. Channels of distribution use marketing resources to perform marketing functions necessary to satisfy demand.

4. Marketing agencies are the media of marketing management for operating the marketing programme.

5. Marketing management evolves marketing mix or programme and implements the same through the marketing agencies.

Marketing functions needed to serve market demand constitute second part of marketing process. As these functions are performed in the marketing channels, these channels of distribution become the third component of marketing process.

Marketing management has to operate through marketing agencies or institutions for distribution of goods in the market. Hence marketing agencies are also covered by the marketing process.

Finally, marketing management is naturally an integral part of the marketing process as it is directly responsible for taking decisions on various marketing problems, formulate marketing plans and policies and execute marketing campaigns through marketing agencies.

We will describe briefly some of the important marketing functions:

1. Selling:

It is one function of the equation of exchange. Selling creates demand for a product.

Selling function involves:

(a) Product planning and development,

(b) Finding out or locating buyers,

(c) Demand creation through salesmanship, advertising and sales promotion,

(d) Negotiation of terms of sale, such as price, quantity, quality, etc.

(e) Sale contract leading to transfer of title and possession of goods.

It is the second function of the equation of exchange. It requires planning of purchases, intelligent search for probable sellers, selection of goods to be sold, assembling of goods in right quantity and quality, at the right place and time, and at the right price. In a formal exchange, buyer has to negotiate terms of purchase and enter into a contract of purchase.

3. Standardisation and Grading:

In agricultural marketing standardisation and grading play a very important role. Standardisation makes sale by description possible. It assures quality. It promotes uniformity of products. It widens the market for commodities.

Standardisation means setting standards of quality. Grading means separating or inspecting products according to established standards. Each grade has uniformity in all attributes. Grading enhances, marketing efficiency.

4. Financing:

Finance is the life-blood of commerce. We have monetary exchange. Value of goods is expressed in money and it is denoted by price to be paid by a buyer to a seller. Credit is necessary in marketing. It plays an important role in retail trade particularly in the sale of costly consumer goods.

5. Marketing Information:

Market intelligence means spreading of market information among buyers and sellers. As marketing conditions are dynamic and they affect industry in any way and to any degree, marketers are interested in knowing trends in market demand, supply, prices and related market information.

Equipped with latest market information, risk of loss can be reduced in purchasing, in pricing, in forecasting market demand and in facing competition in the market.

Securing and using market information is a mark of good marketing management. Market information service has assumed a unique importance in our business system as decision making process in the field of marketing can be based on adequate, up to date, reliable and timely market information. Organized markets, banks, government agencies act as clearing houses of vital market information.

Related Articles:

  • Essay on Marketing: Top 5 Essays | Marketing Management
  • Difference between Selling and Marketing
  • What is Marketing Management
  • Essay on Sales Promotion: Top 4 Essays | Functions | Marketing Management

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Thought Leadership in Digital Marketing

A thought leader helps organizations adapt to the constantly shifting digital marketing environment. This article explores the significance of thought leadership and strives to showcase the execution of a robust digital marketing plan centered around content. It also conducts an in-depth examination of effective content strategies, the importance of customization, Customer Relationship Management (CRM) program fundamentals, and crucial KPIs for evaluating content performance.

The Benefits of an Effective Content Strategy

Content reigns as the king in Today’s digitized society. A successful content strategy can greatly amplify brand exposure (Tong et al., 2020). It also enhances customer engagement and drives conversions. Thought leaders grasp the concept of consistently creating valuable content to establish authority and credibility. Excellent content generation can make businesses regarded as industry experts. This fosters trust and loyalty among their target audience.

Crafting relevant and informative content can considerably enhance search engine visibility. Highly optimized content containing relevant keywords can elevate businesses in search engine rankings, thereby boosting organic traffic and drawing in prospective customers (Tong et al., 2020). Content marketing’s fiscal viability enables businesses to allocate funds judiciously and reap a higher ROI.

The Significance of Content Strategy Personalization

Thought leaders recognize that personalized content strategies are crucial for creating lasting bonds with customers. Attuning content to every buyer’s distinctive tastes and wants  improves their shopping experience and drives brand loyalty (Tong et al., 2020). Specialized content can foster a deeper connection with the audience by providing relevant and relatable information.

Moreover, targeted marketing is achievable by utilizing customized messages and offers. Personalized content delivery to diverse segments via customer analysis enhances engagement and conversions (Tong et al., 2020). Personalized interactions allow for long-lasting customer relationships, resulting in repeat business and advocacy.

Core Features of CRM Programs and Their Role in Content Management

CRM systems are crucial resources for thought leaders looking to streamline their content management process. CRM systems facilitate the organization, tracking, and analysis of customer data, resulting in an essential understanding of customer preferences, behavior, and interactions with the brand.

CRM programs typically involve features like reporting and analytics, lead nurturing, automated workflows, and customer data management. CRM databases store and manage customer data all relevant customer information, enabling easy access and analysis (Jami Pour & Hosseinzadeh, 2021). A holistic view of a customer enables businesses to craft customized content for their target market.

CRM systems enable efficient content delivery by offering automated workflows. This automation saves time and resources while maintaining consistent content delivery. Besides, CRM systems make lead nurturing simpler since they monitor customer interactions and engagement with content (Jami Pour & Hosseinzadeh, 2021). Examining client behavior helps companies locate promising leads and personalize content to increase the likelihood of conversion. Moreover, CRM programs provide valuable data and analytics on content performance, customer engagement, and conversion rates. Data analysis informs content decisions for thought leaders.

Essential KPIs for Content Strategy Analysis

Thought leaders use key performance indicators to measure content strategy success. For instance, a high customer retention ratio indicates that the provided material resonates with the existing clientele, fostering loyalty and repeated transactions (Mustonen et al., 2020). Thought leaders track customer retention metrics to determine the long-term success of their content marketing efforts in retaining and nurturing existing customers. Moreover, by measuring the ROI of the content strategy, thought leaders can optimize their marketing investments. They evaluate the expenses related to content production and marketing against the income gained from content-driven sales.

Analyzing visitor data enables an assessment of content’s attraction and retention capabilities. Thought leaders leverage platforms like Google Analytics to follow web traffic patterns and pinpoint the content pieces or channels attracting the highest visitor volume. Besides, the conversion rate measures the percentage of website visitors who carry out the desired actions (Mustonen et al., 2020). These actions include purchasing, signing up for a newsletter, or filling out a form. Reputed thought leaders scrutinize conversion rates for focused content initiatives to gauge their ability to stimulate customer actions. Moreover, engagement metrics highlight the content’s engagement levels and user experience. These metrics include average time spent on a page, bounce rate, and social media interactions. Thought leaders investigate these metrics to gauge the effectiveness of their content in maintaining audience interest and inspiring interactions.

In conclusion, thought leaders in digital marketing must prioritize a successful content plan. Thought leaders who prioritize personalization, utilize CRM tools effectively, and focus on critical metrics can guide organizations toward sustainable growth and establish a distinct market presence. Content generation alone does not constitute thought leadership; instead, it involves comprehending and leveraging content’s potential to create valuable links, establish trust, and produce tangible outcomes. Through strategic content marketing, thought leaders can reshape their industries in an ever-evolving digital world.

Jami Pour, M., & Hosseinzadeh, M. (2021). An integrated framework of change management for social CRM implementation.  Information Systems and e-Business Management ,  19 (1), 43-75. https://sci-hub.se/https://doi.org/10.1007/s10257-020-00479-z

Mustonen, E., Härkönen, J., Seppänen, J., Haapasalo, H., & Tolonen, A. (2020). Product portfolio management strategic targets and KPIs over life-cycle: A case study in the telecommunications business. https://oulurepo.oulu.fi/bitstream/handle/10024/29328/nbnfi-fe202103046542.pdf?sequence=1&isAllowed=y

Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies.  Journal of the Academy of Marketing Science ,  pp. 48 , 64–78. https://sci-hub.se/https://doi.org/10.1007/s11747-019-00693-3

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