All entries for Tuesday 12 December 2006
December 12, 2006
2 The american marketing association defines marketing as ’ the performance of business activities that direct the flow of goods and services from producer to consumer or user’ (Marketing: Critical Perspectives on Business and Management By Michael John Baker p195)
3 The changing nature of marketing.
Marketing and marketing communications mix are changing.
Marketing has moved from ‘customer acquisition’ (winning new customers) through ‘customer retention’ (keeping customers for life) towards ‘customer selection’ (dumping unprofitable customers while selectively seeking and keeping the more profitable ones).
Strategic alliances (partnership marketing) offer new communication channels into existing and new markets that were simply not thought of five years ago
(Marketing communications: An Integrated Approach By Paul Russel Smith, Taylor Jonathan p4)