Marketing

Resources for Improving Marketing Department Operations

  • What is Marketing?

    Marketing is used to improve a firm’s effectiveness in selling its products or services by identifying consumer needs and, based on those needs, developing, publicizing, communicating and selling their products/services consumers. Marketing Departments incorporate such activities as customer and market research, brand management, advertising, branding, vendor alliances and sales promotions to attract and retain customers. Marketing is said to address the “four P’s”: product, price, place and promotion.
  • The History of Marketing

    The term “marketing” was first used in 1884. The discipline emerged as small enterprises became large industrial firms and local markets developed into national and international markets. In the early twentieth century, the concept that marketing should embrace every activity that improved sales took hold, as did the term “marketing” to describe these coordinated activities. During the last 20 years or so, firms have begun to rely more on market and consumer research to develop their products.
  • Modern Trends in Marketing

    Technology is changing the practice of marketing departments in fundamental ways. The Internet is at once a sales channel, market research tool, customer communication medium, advertising vehicle, product development tool and product per se, as well as a creator of new markets. The Internet has intensified competition, sped up business cycles and altered marketing business processes and models. In this hypercompetitive environment, companies are compelled to become more customer-centric. Among other things, this means that companies are increasingly customizing products, services and even marketing campaigns for individual customers.

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