In this article we will discuss about the concept and advantages of integrated marketing functions. Concept of Integrated Marketing Functions: The concept of integrated marketing functions refers to the total marketing system with all its subsystems whereby all the activities related to the effective implementation of the marketing function are combined in a way that would result in a co-ordinated [...]
The below mentioned article provides a brief note on marketing planning premises. Marketing planning premises refer to the assumptions and factors pertaining to future business conditions which should be considered for the development of marketing plans, overall strategic planning of the enterprise provides basic premises for marketing planning. These premises include many factors such as: overall company objectives; relevant long- [...]
Prof. Copeland gives a following classification of ‘Goods’: 1. Consumer Goods: Consumer goods of different classes are discussed below: 1. Convenience Goods: Convenience Goods, usually of semi-durable nature, refer to those comparatively high value items which the customers buy after paying consideration as to quality, price, design, etc. The buying motives of the customers exhibit a high degree of differentiation [...]