INTRODUCTION (Internet Marketing, Strategy, Implementation and

INTRODUCTION (Internet Marketing, Strategy, Implementation and

5 Pages · 2006 · 109 KB · English

INTRODUCTION (Internet Marketing, Strategy, Implementation and practice - Dave Chaffey, Richard Meyer, Kevin Johnston, Fionas Ellis Chadwick, Prentice Hall – 2nd

INTRODUCTION (Internet Marketing, Strategy, Implementation and free download

INTRODUCTION (Internet Marketing, Strategy, Implementation and practice - Dave Chaffey, Richard Meyer, Kevin Johnston, Fionas Ellis Chadwick, Prentice Hall – 2 nd Edition) In this section, we introduce the marketing concept, and then consider its relation- ship to more recent concepts such as Internet marketing, e-commerce and e- business. The word 'marketing' has two distinct meanings in modern management practice. It describes: - The range of specialist marketing functions carried out within many organisations. Such functions include market research, brand and product management, public relations and customer service. - An approach or concept that can be used as the guiding philosophy for all functions and activities of an organisation. Such a philosophy encompasses all aspects of a business. Business strategy is guided by an organisation's market and competitor focus and everyone in an organisation should be required to have a customer focus in their job. The modern marketing concept (Houston, 1986) unites these two meanings and stresses that marketing encompasses the range of organisational functions and pro- cesses that seek to determine the needs of target markets and deliver products and services to customers and other key stakeholders such as employees and financial institutions. Increasingly the importance of marketing is being recognised both as a vital function and as a guiding management philosophy within organisations. Marketing has to be seen as the essential focus of all activities within an organisation (Valentin, 1996). The marketing concept should lie at the heart of the organisation,, and the actions of directors, managers and employees should be guided by its philosophy. Modern marketing requires organisations to be committed to a market/customer orientation (Jaworski and Kohli, 1993). All parts of the organisation should co- ordinate activities to ensure that customer needs are met efficiently, effectively and profitably. Marketing encompasses activities traditionally seen as the sole domain of accountants, production, human

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