Marketing

For the magazine, see Marketing (magazine). versities to oer Master-of-Science (MSc) programmes.
The overall process starts with marketing research and
goes through market segmentation, business planning and
Marketing is the study and management of exchange
relationships.[1][2] The American Marketing Association execution, ending with pre and post-sales promotional ac-
tivities. It is also related to many of the creative arts. The
has dened marketing as the activity, set of institutions,
and processes for creating, communicating, delivering, marketing literature is also adept at re-inventing itself and
its vocabulary according to the times and the culture.
and exchanging oerings that have value for customers,
clients, partners, and society at large. [3]
Marketing is used to create the customer, to keep the cus-
tomer and to satisfy the customer. With the customer as 2 The marketing concept
the focus of its activities, it can be concluded that Market-
ing is one of the premier components of Business Man- The term 'marketing concept' pertains to the fundamen-
agement - the other being Innovation.[4] Other services tal premise of modern marketing. This concept proposes
and management activities such as Operations (or Pro- that in order to satisfy the organizational objectives, an
duction), Human Resources, Accounting, Law and Legal organization should anticipate the needs and wants of
aspects can be bought in or contracted out. consumers and satisfy these more eectively than com-
petitors. Marketing and marketing concepts are directly
related.
1 Denition
Marketing is dened by the American Marketing Asso- 3 Marketing orientations
ciation as the activity, set of institutions, and processes
for creating, communicating,delivering, and exchanging An orientation, in the marketing context, relates to a per-
oerings that have value for customers, clients, partners, ception or attitude a rm holds towards its product or
and society at large. [5] The term developed from the orig- service, essentially concerning consumers and end-users.
inal meaning which referred literally to going to a market There exist several common orientations:
to buy or sell goods or services. Seen from a systems point
of view, sales process engineering views marketing as a
set of processes that are interconnected and interdependent 3.1 Product orientation
with other functions,[6] whose methods can be improved
using a variety of relatively new approaches. A rm employing a product orientation is chiey con-
The Chartered Institute of Marketing denes marketing cerned with the quality of its own product. A rm would
as the management process responsible for identifying, also assume that as long as its product was of a high stan-
anticipating and satisfying customer requirements prof- dard, people would buy and consume the product.
itably. [7] A similar concept is the value-based market- This works most eectively when the rm has good in-
ing which states the role of marketing to contribute to sights about customers and their needs and desires, as for
increasing shareholder value.[8] In this context, market- example in the case of Sony Walkman or Apple iPod,
ing can be dened as the management process that seeks whether these derive from intuitions or research.
to maximise returns to shareholders by developing rela-
tionships with valued customers and creating a competitive
advantage. [8] 3.2 Sales orientation
Marketing practice tended to be seen as a cre-
ative industry in the past, which included advertising, A rm using a sales orientation focuses primarily on the
distribution and selling. However, because the academic selling/promotion of a particular product, and not deter-
study of marketing makes extensive use of social sci- mining new consumer desires as such. Consequently, this
ences, psychology, sociology, mathematics, economics, entails simply selling an already existing product, and us-
anthropology and neuroscience, the profession is now ing promotion techniques to attain the highest sales pos-
widely recognized as a science, allowing numerous uni- sible.

1
2 4 THE FOUR PS

Such an orientation may suit scenarios in which a rm
holds dead stock, or otherwise sells a product that is in
high demand, with little likelihood of changes in con-
sumer tastes diminishing demand.
focus on the promotion, distribution, pricing, etc. of the
product. Additionally, a rms nance department would
be consulted, with respect to securing appropriate fund-
ing for the development, production and promotion of the
product.

3.3 Production orientation Inter-departmental conicts may occur, should a rm ad-

here to the marketing orientation. Production may op-
A rm focusing on a production orientation specializes pose the installation, support and servicing of new capital
in producing as much as possible of a given product or stock, which may be needed to manufacture a new prod-
service. Thus, this signies a rm exploiting economies uct. Finance may oppose the required capital expendi-
of scale, until the minimum ecient scale is reached. ture, since it could undermine a healthy cash ow for the
organization.
A production orientation may be deployed when a high
demand for a product or service exists, coupled with a
good certainty that consumer tastes do not rapidly alter 3.4.3 Mutually benecial exchange
(similar to the sales orientation).
In a transaction in the market economy, a rm gains rev-
enue, which thus leads to more prots/market share/sales.
3.4 Marketing orientation A consumer on the other hand gains the satisfaction of a
need/want, utility, reliability and value for money from
The marketing orientation is perhaps the most common the purchase of a product or service. As no one has to
orientation used in contemporary marketing. It involves buy goods from any one supplier in the market economy,
a rm essentially basing its marketing plans around the rms must entice consumers to buy goods with contem-
marketing concept, and thus supplying products to suit porary marketing ideals.
new consumer tastes.
As an example, a rm would employ market research to
gauge consumer desires, use R&D to develop a product 4 The Four Ps
attuned to the revealed information, and then utilize pro-
motion techniques to ensure persons know the product Main article: Marketing mix
exists. The marketing orientation often has three prime
facets, which are:
In the early 1960s, Professor Neil Borden at Harvard
Business School identied a number of company perfor-
3.4.1 Customer orientation mance actions that can inuence the consumer decision
to purchase goods or services. Borden suggested that all
A rm in the market economy can survive by produc- those actions of the company represented a Marketing
ing goods that persons are willing and able to buy. Con- Mix. Professor E. Jerome McCarthy, at the Michigan
sequently, ascertaining consumer demand is vital for a State University in the early 1960s, suggested that the
rm's future viability and even existence as a going con- Marketing Mix contained 4 elements: product, price,
cern. place and promotion.

Product The product aspects of marketing deal with the

3.4.2 Organizational orientation
specications of the actual goods or services, and
how it relates to the end-user's needs and wants. The
In this sense, a rms marketing department is often seen
scope of a product generally includes supporting el-
as of prime importance within the functional level of an
ements such as warranties, guarantees, and support.
organization.
Information from an organizations marketing depart- Pricing This refers to the process of setting a price for
ment would be used to guide the actions of other de- a product, including discounts. The price need not
partments within the rm. As an example, a marketing be monetary; it can simply be what is exchanged for
department could ascertain (via marketing research) that the product or services, e.g. time, energy, or atten-
consumers desired a new type of product, or a new usage tion. Methods of setting prices optimally are in the
for an existing product. With this in mind, the marketing domain of pricing science.
department would inform the R&D department to create Placement (or distribution) This refers to how the
a prototype of a product/service based on consumers new product gets to the customer; for example, point-of-
desires. sale placement or retailing. This third P has also
The production department would then start to manufac- sometimes been called Place, referring to the chan-
ture the product, while the marketing department would nel by which a product or service is sold (e.g. on-
 3

line vs. retail), which geographic region or industry, 5 The marketing environment
to which segment (young adults, families, business
people), etc. also referring to how the environment The term marketing environment relates to all of the
in which the product is sold in can aect sales. factors (whether internal, external, direct or indirect) that
aect a rms marketing decision-making/planning. A
rms marketing environment consists of three main ar-
eas, which are:
Promotion This includes advertising, sales promotion,
including promotional education, publicity, and The macro-environment, over which a rm holds lit-
personal selling. Branding refers to the various tle control
methods of promoting the product, brand, or com-
The micro-environment, over which a rm holds a
pany.
greater amount (though not necessarily total) control

5.1 The macro-environment

These four elements are often referred to as the marketing
mix,[9] which a marketer can use to craft a marketing A rms marketing macro-environment consists of a vari-
plan. ety of external factors that manifest on a large (or macro)
scale. These are typically economic, social, political or
The four Ps model is most useful when marketing low technological phenomena. A common method of assess-
value consumer products. Industrial products, services, ing a rms macro-environment is via a PESTLE (Politi-
high value consumer products require adjustments to this cal, Economic, Social, Technological, Legal, Ecological)
model. Services marketing must account for the unique analysis. Within a PESTLE analysis, a rm would an-
nature of services. alyze national political issues, culture and climate, key
Industrial or B2B marketing must account for the long macroeconomic conditions, health and indicators (such
term contractual agreements that are typical in supply as economic growth, ination, unemployment, etc.), so-
chain transactions. Relationship marketing attempts to cial trends/attitudes, and the nature of technologys im-
do this by looking at marketing from a long term rela- pact on its society and the business processes within the
tionship perspective rather than individual transactions. society.
As a counter to this, Morgan, in Riding the Waves of
Change (Jossey-Bass, 1988), suggests that one of the 5.2 The micro-environment
greatest limitations of the 4 Ps approach is that it uncon-
sciously emphasizes the insideout view (looking from A rms micro-environment comprises factors pertinent
the company outwards), whereas the essence of market- to the rm itself, or stakeholders closely connected with
ing should be the outsidein approach. the rm or company.
In order to recognize the dierent aspects of selling ser- A rms micro-environment typically spans:
vices, as opposed to Products, a further three Ps were
added to make a range of Seven Ps[10] for service indus- Customers/consumers
tries:
Process - the way in which orders are handled, customers Employees
are satised and the service is delivered.
Physical Evidence - is tangible evidence of the service Suppliers
customers will receive (for example a holiday brochure). The Media
People - the people meeting and dealing with the cus-
tomers. By contrast to the macro-environment, an organization
As markets have become more satised, the 7 Ps have holds a greater degree of control over these factors.
become relevant to those companies selling products, as
well as those solely involved with services: customers now
dierentiate between sellers of goods by the service they 6 Marketing research
receive in the process from the people involved.
Some authors cite a further P - Packaging - this is Marketing research involves conducting research to sup-
thought by many to be part of Product, but in certain port marketing activities, and the statistical interpretation
markets (Japan, China for example) and with certain of data into information. This information is then used by
products (perfume, cosmetics) the packaging of a product managers to plan marketing activities, gauge the nature of
has a greater importance - maybe even than the product a rms marketing environment, attain information from
itself. suppliers, etc.
4 7 MARKET SEGMENTATION

A distinction should be made between marketing re- 7.2 Overview of segmentation process
search and market research. Market research pertains to
research in a given market. As an example, a rm may Segmentation can be dened in terms of the STP
conduct research in a target market, after selecting a suit- acronym, meaning Segment, Target, Position.
able market segment. In contrast, marketing research re-
lates to all research conducted within marketing. Thus,
market research is a subset of marketing research. 7.2.1 Segment
Marketing researchers use statistical methods (such as
Segmentation involves the initial splitting up of con-
quantitative research, qualitative research, hypothesis
sumers into persons of like needs/wants/tastes.
tests, Chi-square tests, linear regression, correlation co-
ecients, frequency distributions, Poisson and binomial Four commonly used criteria are used for segmentation,
distributions, etc.) to interpret their ndings and convert which include:
data into information.
Geographical (a country, region, city, town, etc.)

6.1 The Marketing Research Process Psychographic (e.g. personality traits or character
traits which inuence consumer behaviour)
Marketing research spans a number of stages,[11] includ-
ing: Demographic (e.g. age, gender, socio-economic
class, education, etc.)
Dene the problem Behavioural (e.g. brand loyalty, usage rate, etc.)

Develop a research plan

7.2.2 Target
Collect the data
Once a segment has been identied, a rm must ascertain
Interpret data into information whether the segment is benecial for them to service.
Disseminate information formally in the form of a The DAMP acronym (meaning Discernable, Accessible,
report Measurable and Protable) are used as criteria to gauge
the viability of a target market. DAMP is explained in
further detail below:
7 Market segmentation
- Discernable - how a segment can be dierentiated
from other segments.
Market segmentation consists of taking the total hetero-
geneous market for a product and dividing it into several - Accessible - how a segment can be accessed via
sub-markets or segments, each of which tends to be ho- Marketing Communications produced by a rm
mogeneous in all signicant aspects.[12]
- Measurable - can the segment be quantied and
its size determined?
7.1 The purposes of market segmentation
- Protable - can a sucient return on investment
Market segmentation is conducted for two main purposes, be attained from a segments servicing?
including:
The next step in the targeting process is the level of dif-
- A better allocation of a rms nite resources ferentiation involved in a segment serving. Three modes
of dierentiation exist, which are commonly applied by
- To better serve the more diversied tastes of con- rms. These are:
temporary Western consumers
Undierentiated - where a company produces a
A rm only possesses a certain amount of resources. Ac- like product for all of a market segment
cordingly, it must make choices (and appreciate the re-
lated costs) in servicing specic groups of consumers. Dierentiated - in which a rm produced slight
modications of a product within a segment
Moreover, with more diversity in the tastes of modern
consumers, rms are taking noting the benet of servicing Niche - in which an organisation forges a product to
a multiplicity of new markets. satisfy a specialised target market
8.4 Publicity 5

7.2.3 Position good/service. Organizations undertake PR in order to as-

sure consumers, and to forestall negative perceptions to-
Positioning concerns how to position a product in the wards it.
minds of consumers.
PR can span:
A rm often performs this by producing a perceptual
map, which denotes products produced in its industry ac-
Interviews
cording to how consumers perceive their price and qual-
ity. From a products placing on the map, a rm would Speeches/Presentations
tailor its marketing communications to suit meld with the
products perception among consumers. Corporate literature, such as nancial statements,
brochures, etc.

8 Marketing communications
8.4 Publicity
Marketing communications is dened by actions a rm
takes to communicate with end-users, consumers and ex- Publicity involves attaining space in media, without hav-
ternal parties. Marketing communications encompasses ing to pay directly for such coverage. As an example, an
four distinct subsets, which are: organization may have the launch of a new product cov-
ered by a newspaper or TV news segment. This benets
the rm in question since it is making consumers aware
8.1 Personal sales of its product, without necessarily paying a newspaper or
television station to cover the event.
Oral presentation given by a salesperson who approaches
individuals or a group of potential customers:
8.5 Advertising
Live, interactive relationship
Advertising occurs when a rm directly pays a media
Personal interest channel to publicize its product. Common examples of
this include TV and radio adverts, billboards, branding,
Attention and response
sponsorship, etc.
Interesting presentation

Clear and thorough. 8.6 Marketing communications mix

Marketing communications is a sub-mix within the

8.2 Sales promotion Promotion aspect of the marketing mix, as the exact na-
ture of how to apply marketing communications depends
Short-term incentives to encourage buying of products: on the nature of the product in question.
Accordingly, a given product would require a unique
Instant appeal
communications mix, in order to convey successfully in-
Anxiety to sell formation to consumers. Some products may require a
stronger emphasis on personal sales, while others may
need more focus on advertising.
An example is coupons or a sale. People are given an
incentive to buy, but this does not build customer loyalty
or encourage future repeat buys. A major drawback of
sales promotion is that it is easily copied by competition. 9 Marketing Planning
It cannot be used as a sustainable source of dierentiation.
The area of marketing planning involves forging a plan for
a rms marketing activities. A marketing plan can also
8.3 Public Relations
pertain to a specic product, as well as to an organisations
Public Relations (or PR, as an acronym) is the use of me- overall marketing strategy.
dia tools by a rm in order to promote goodwill from an Generally speaking, an organisations marketing plan-
organization to a target market segment, or other con- ning process is derived from its overall business strat-
sumers of a rms good/service. PR stems from the egy. Thus, when top management are devising the rms
fact that a rm cannot seek to antagonize or iname its strategic direction/mission, the intended marketing activ-
market base, due to incurring a lessened demand for its ities are incorporated into this plan.
6 10 PRODUCT LIFE CYCLE

9.1 Marketing Planning Process 9.2.3 Functional

Within the overall strategic marketing plan, the stages of The functional level relates to departments within the
the process are listed as thus: SBUs, such as marketing, nance, HR, production, etc.
The functional level would adopt the SBUs strategy and
Mission Statement determine how to accomplish the SBUs own objectives
in its market.
Corporate Objectives To use the example of the sports goods industry again, the
marketing department would draw up marketing plans,
Marketing Audit strategies and communications to help the SBU achieve
its marketing aims.
SWOT (Strengths, Weaknesses, Opportunities,
Threats) analysis

Assumptions arising from the Audit and SWOT 10 Product Life Cycle
analysis
The Product Life Cycle[13] (or PLC, for short) is a tool
Marketing objectives derived from the assumptions
used by marketing managers to gauge the progress of a
product, especially relating to sales/revenue accrued over
An estimation of the expected results of the objec-
time. The PLC is based on a few key assumptions, in-
tives
cluding:
Identication of alternative plans/mixes - A given product would possess an Introduction, Growth,
Maturity and Decline stage. - No product lasts perpetu-
Budgeting for the marketing plan ally on the market. - A rm must employ diering strate-
gies, according to where a product is on the PLC.
A rst-year implementation program

10.1 Introduction
9.2 Levels of marketing objectives within
an organization In this stage, a product is launched onto the market. To
stimulate growth of sales/revenue, use of advertising may
As stated previously, the senior management of a rm be high, in order heighten awareness of the product in
would formulate a general business strategy for a rm. question.
However, this general business strategy would be inter-
preted and implemented in dierent contexts throughout
the rm. 10.2 Growth

The products sales/revenue is increasing, which may

9.2.1 Corporate stimulate more marketing communications to sustain
sales. More entrants enter into the market, to reap the
Corporate marketing objectives are typically broad-based apparent high prots that the industry is producing.
in nature, and pertain to the general vision of the rm in
the short, medium or long-term.
As an example, if one pictures a group of companies (or 10.3 Maturity
a conglomerate), top management may state that sales for
the group should increase by 25% over a ten-year period. A products sales start to level o, and an increasing num-
ber of entrants to a market produce price falls for the
product. Firms may utilise sales promotions to raise sales.
9.2.2 Strategic business unit

Strategic business unit (SBU), in this case, means strate-
gic business unit. An SBU is a subsidiary within a rm,
which participates within a given market/industry. The
SBU would embrace the corporate strategy, and attune it
to its own particular industry. For instance, an SBU may
partake in the sports goods industry. It thus would ascer-
tain how it would attain additional sales of sports goods,
in order to satisfy the overall business strategy.
10.4 Decline
Demand for a good begins to taper o, and the rm may
opt to discontinue manufacture of the product. This is so,
if revenue for the product comes from eciency savings
in production, over actual sales of a good/service. How-
ever, if a product services a niche market, or is comple-
mentary to another product, it may continue manufacture

of the product, despite a low level of sales/revenue being
accrued.
11 Customer focus
Many companies today have a customer focus (or market
orientation). This implies that the company focuses its
activities and products on consumer demands. Generally
there are three ways of doing this: the customer-driven
approach, the sense of identifying market changes and the
product innovation approach.
In the consumer-driven approach, consumer wants are
the drivers of all strategic marketing decisions. No strat-
egy is pursued until it passes the test of consumer re-
search. Every aspect of a market oering, including the
nature of the product itself, is driven by the needs of po-
tential consumers. The starting point is always the con-
sumer. The rationale for this approach is that there is
no point spending R&D funds developing products that
people will not buy. History attests to many products that
were commercial failures in spite of being technological
breakthroughs.[14]
A formal approach to this customer-focused marketing
is known as SIVA[15] (Solution, Information, Value, Ac-
cess). This system is basically the four Ps renamed and
reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric
version alternative to the well-known 4Ps supply side
model (product, price, place, promotion) of marketing
management.
12 Product focus
In a product innovation approach, the company pursues
product innovation, then tries to develop a market for the
product. Product innovation drives the process and mar-
keting research is conducted primarily to ensure that prof-
itable market segment(s) exist for the innovation. The
rationale is that customers may not know what options Marketing is also used to promote business products and
will be available to them in the future so we should not is a great way to promote the business.
expect them to tell us what they will buy in the future.
However, marketers can aggressively over-pursue prod-
uct innovation and try to overcapitalize on a niche. When
pursuing a product innovation approach, marketers must
ensure that they have a varied and multi-tiered approach
to product innovation. It is claimed that if Thomas Edison
depended on marketing research he would have produced
larger candles rather than inventing light bulbs. Many
rms, such as research and development focused com-
panies, successfully focus on product innovation. Many
purists doubt whether this is really a form of marketing
orientation at all, because of the ex post status of con-
sumer research. Some even question whether it is mar-
keting.
7
An emerging area of study and practice concerns
internal marketing, or how employees are trained
and managed to deliver the brand in a way that pos-
itively impacts the acquisition and retention of cus-
tomers (employer branding).
Diusion of innovations research explores how and
why people adopt new products, services and ideas.
A relatively new form of marketing uses the Internet
and is called Internet marketing or more generally
e-marketing, aliate marketing, desktop advertis-
ing or online marketing. It tries to perfect the
segmentation strategy used in traditional marketing.
It targets its audience more precisely, and is some-
times called personalized marketing or one-to-one
marketing.
With consumers eroding attention span and willing-
ness to give time to advertising messages, marketers
are turning to forms of permission marketing such
as branded content, custom media and reality mar-
keting.
The use of herd behavior in marketing.
The Economist reported a recent conference in
Rome on the subject of the simulation of adap-
tive human behavior.[16] It shared mechanisms
to increase impulse buying and get people to
buy more by playing on the herd instinct. The
basic idea is that people will buy more of prod-
ucts that are seen to be popular, and several
feedback mechanisms to get product popular-
ity information to consumers are mentioned,
including smart-cart technology and the use
of Radio Frequency Identication Tag tech-
nology. A swarm-moves model was intro-
duced by a Florida Institute of Technology re-
searcher, which is appealing to supermarkets
because it can increase sales without the need
to give people discounts.
Other recent studies on the power of social in-
uence include an articial music market in
which some 14,000 people downloaded previ-
ously unknown songs (Columbia University,
New York); a Japanese chain of convenience
stores which orders its products based on sales
data from department stores and research com-
panies;" a Massachusetts company exploiting
knowledge of social networking to improve
sales; and online retailers who are increasingly
informing consumers about which products
are popular with like-minded consumers (e.g.,
Amazon, eBay).
8 14
13 See also
Advertising
History of advertising
Sex in Advertising
Advertising management
American business history
Brand awareness
Co-marketing
Consumer confusion
Consumer behaviour
Demand chain
Family in advertising
History of marketing
List of marketing terms
Marketing mix
Marketing Management
Marketing research
Marketing strategy
Media manipulation
Multicultural marketing
Outline of marketing
Product management
Production orientation
Public Sector Marketing
Real-time marketing
Relationship marketing
Smarketing
Societal marketing
Sustainable market orientation
Visual marketing
REFERENCES
13.1 Types of marketing
Anity marketing
Agricultural marketing
Business marketing
Co-marketing
Database marketing
Destination marketing
Digital marketing
Global marketing
Industrial marketing
Loyalty marketing
Relationship marketing
Services marketing
Social marketing
14 References
[1] Hunt, Shelby D. The nature and scope of marketing.
Journal of Marketing 40.3 (1976): 17-28.
[2] Bagozzi, Richard. Marketing as Exchange.Journal of
Marketing 39.4 (1975): 32-39.
[3] Denition of Marketing. American marketing Associ-
ation. 2013-08-15. Retrieved 2015-12-05.
[4] Drucker, Peter (1954). The practice of management. New
York: Harper and Row Publishers.
[5] Marketing denition approved in October 2007 by the
American Marketing Association: .
[6] Paul H. Selden (1997). Sales Process Engineering: A Per-
sonal Workshop. Milwaukee, WI: ASQ Quality Press. p.
23.
[7] Marketing library resources - content, knowledge
databases - CIM. Retrieved 16 March 2017.
[8] Paliwoda, Stanley J.; John K. Ryans (2008). Back to rst
principles. International Marketing: Modern and Classic
Papers (1st ed.). p. 25. Retrieved 2009-10-15.
[9] The Concept of the Marketing Mix from the Journal of
Advertising Research, June 1964 pp 2-7
[10] Marketing plan. Retrieved 16 March 2017.
[11] http://www.polarismr.com/edctr_overview.html
[12] Stanton, William J (1984). Fundamentals of marketing.
McGraw-Hill.
[13] For marketing learners, teachers and professionals.. Re-
trieved 16 March 2017.
 9

[14] Marketing Management: Strategies and Programs,

Guiltinan et al., McGraw Hill/Irwin, 1996

[15] In the Mix: A Customer-Focused Approach Can Bring

the Current Marketing Mix into the 21st Century. Chek-
itan S. Dev and Don E. Schultz, Marketing Management
v.14 n.1 January/February 2005

[16] Swarming the shelves: How shops can exploit peoples

herd mentality to increase sales?". The Economist. 2006-
11-11. p. 90.

15 Bibliography
Bartels, Robert. The history of marketing
thought. (1988). online
Christensen, Clayton M. (1997), The innovators
dilemma: when new technologies cause great rms
to fail, Boston, Massachusetts, USA: Harvard Busi-
ness School Press, ISBN 978-0-87584-585-2. (edit)

Church, Roy, and Andrew Godley. The Emergence

of Modern Marketing (2003) online edition

Hollander, Stanley C., et al. Periodization in mar-

keting history. Journal of Macromarketing 25.1
(2005): 32-41. online
Tedlow, Richard S., and Georey G. Jones, eds. The
Rise and Fall of Mass Marketing (Routledge, 2014).
Weitz, Barton A. and Robin Wensley, eds. Hand-
book of Marketing (2002).

16 External links
The dictionary denition of marketing at Wik-
tionary
Quotations related to marketing at Wikiquote

Marketing at Wikibooks
10 17 TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES

17 Text and image sources, contributors, and licenses

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trx, Graeme Bartlett, DocWatson42, Gil Dawson, Everyking, Bkonrad, Betelgeuse, Rick Block, Titansolaris, Bovlb, Mboverload, Glenn
Koenig, Solipsist, Brandalone, Khalid hassani, SWAdair, Alan Au, Wmahan, Andycjp, Hayne, Alexf, Geni, CryptoDerk, Quadell, An-
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17.2 Images 11

Bot, Strongsauce, PipepBot, MalwareSmarts, The Thing That Should Not Be, SevDrape, Fadesga, B1atv, Adrianeming, Baraka bls~enwiki,
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Mg0314b, Aitias, Versus22, Notapennymore, Mythdon, SoxBot III, DavidMatthews44, Apparition11, Hollih, DumZiBoT, Semitrans-
genic, Skunkboy74, XLinkBot, Delicious carbuncle, Spitre, SirTwitch, Thom0711, Chanakal, Softbiz, Avoided, Corydobbs, Jcbrd, Sil-
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NayLinnOo1990, Skgus8846, Witat, Kf1c14, Lakshay12, PaytonWeasley, Sansanoop, VictorJL, ReaditEdit, Verbal.noun, Nikhiljohn05,
Willblieve, Amitblogger8, Culturalresearch, Ptsk1r2af1, Jasmijn rijcken, KasparBot, Amiteb, Fill17buy100, Morphdog, Wrtr63, Mari-
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Distle, CFT Lanka, Shyam1957, Marketing&brandingLLC, Mydogdash, Chetangandhi080, Riakibs, Fleon79, Masum247, Incredoorg,
Andrewcdoll, Rubanraj11, Aznauryanmikayel, Hiterus, Whyade, Quita926, GSS-1987, Olakumkum, Athina martinez, Allthefoxes, Har-
mon758, Jeetatjis, Bajoah, Chinu27, Sonikarungta, Juanjoseem123, Splendidworld12, Petra Lipfer, Ibrahimabdelaziz01, Versesol, Jessyra,
Emilywikipedia, Txaciana, MBKRSTORED, Lillyme123, Jane.dm, Marvellous Spider-Man, Mk71563, Marketingmads, Hongkongthree,
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Chisef, Asif Pansota and Anonymous: 2305

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