Core concepts of marketing pdf

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This section contains free e-books and guides on Marketing and Sales, some of the resources in core concepts of marketing pdf section can be viewed online and some of them can be downloaded. Effectiveness, Evolution Of Global Marketing, Sales Promotion And Brand Equity. Media, Other elements of the Promotional Mix and Broader Media Issues.


Advertising, Sales Promotion, Personal Selling and Publicity. Of Sales-force, Sales Control and Cost Analysis. SMBO approach, Organization of selling unit. Service delivery channels, Brand management.

For the American radio station, see WOMM-LP. Not to be confused with Referral marketing.

While it is difficult to truly control WOM, research has shown that there are three generic avenues to ‘manage’ WOM for the purpose of WOMM: 1. Proconsumer WOM has been suggested as a counterweight to commercially motivated word of mouth.

George Silverman, a psychologist, pioneered word-of-mouth marketing when he created what he called “teleconferenced peer influence groups” in order to engage physicians in dialogue about new pharmaceutical products. Silverman noticed an interesting phenomenon while conducting focus groups with physicians in the early 1970s.

One or two physicians who were having good experiences with a drug would sway an entire group of skeptics. They would even sway a dissatisfied group of ex-prescribers who had had negative experiences! With the emergence of Web 2. With the increasing use of the Internet as a research and communications platform, word of mouth has become an even more powerful and useful resource for consumers and marketers.

In October 2005, the advertising watchdog group Commercial Alert petitioned the United States FTC to issue guidelines requiring paid word-of-mouth marketers to disclose their relationship and related compensation with the company whose product they are marketing. The United States FTC stated that it would investigate situations in which the relationship between the word-of-mouth marketer of a product and the seller is not revealed and could influence the endorsement. The FTC stated that it would pursue violators on a case-by-case basis. Consequences for violators may include cease-and-desist orders, fines or civil penalties.