Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
Distribution is the process of making a product or service available for the consumer or business user who needs it, and a distributor is a business involved in the distribution stage of the value chain. Distribution can be done directly by the producer or service provider or by using indirect channels with distributors or intermediaries. Distribution is one of the four elements of the marketing mix: the other three elements being product, pricing, and promotion.
In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on shared characteristics.
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible. These variables are often grouped into four key components, often referred to as the "Four Ps of Marketing."
The Kellogg School of Management at Northwestern University is the business school of Northwestern University, a private research university in Evanston, Illinois. It was founded in 1908 as the School of Commerce. Its faculty, alumni, and students have made significant contributions to fields such as marketing, management sciences, and decision sciences.
Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good". It utilizes the elements of commercial marketing and applies them to social concepts. However, to see social marketing as only the use of standard commercial marketing practices to achieve non-commercial goals is an oversimplified view. Social marketing has existed for some time, but has only started becoming a common term in recent decades. It was originally done using newspapers and billboards and has adapted to the modern world in many of the same ways commercial marketing has. The most common use of social marketing in today's society is through social media.
Philip Kotler is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the definition of marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response."
Somkid Jatusripitak is a Thai economist, business theorist, and politician.
In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. The S-T-P framework implements market segmentation in three steps:
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Strategic communication can mean either communicating a concept, a process, or data that satisfies a long-term strategic goal of an organization by allowing facilitation of advanced planning, or communicating over long distances usually using international telecommunications or dedicated global network assets to coordinate actions and activities of operationally significant commercial, non-commercial and military business or combat and logistic subunits. It can also mean the related function within an organization, which handles internal and external communication processes. Strategic communication can also be used for political warfare.
Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management, a widely used text on brand management. The book is focused on the "how to" and "why" of brand management, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. He has published his research in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. In addition, Philip Kotler selected Keller to be his co-author on the most recent edition of Kotler's market-leading text Marketing Management.
The following outline is provided as an overview of and topical guide to marketing:
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
A target market, also known as serviceable obtainable market (SOM), is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service.
Neil Rackham is an author, consultant and academic. His writing focuses on "consultative selling," an approach he pioneered and documented in his book SPIN Selling (McGraw-Hill). Rackham has been a visiting professor at the University of Portsmouth, Cranfield School of Management, and the University of Sheffield, all in his native England, as well as at the University of Cincinnati, and is a frequent lecturer at conferences, business schools, and corporations around the world.
Malcolm H. B. McDonald is a British educator and the first marketing professor to have created an application for iPhone and to have recorded his full lectures.
Waldemar Pförtsch is a German professor, management advisor and specialized book author for business administration and international management.
Jacob Hornik is a professor in marketing and communications, author of many books and researcher papers, and consultant; currently he is the Vice President and Head of the Management School at the w. Galil Academic College. Professor Hornik is the author of many marketing books, and recently published a new edition of the book Marketing Management with Professor Philip Kotler of Kellog University. Nowadays his research focuses on two major research projects. 1. Applying advances Neuro-Imaging techniques to explore individual responses to marketing stimuli. 2. The use of Facet Meta theory in advertising models. He also acts as a member of various Board of Directors and provides consulting services to leading companies and advertising agencies. Professor Hornik is chairman of the Israeli "Superbrands" and "Product of the year" awards
Marc Oliver Opresnik is a German professor, scholar, author and researcher. He is a professor of business administration with focus on marketing at the Lübeck University of Applied Sciences in Germany and Chief Research Officer at Kotler Impact Inc., the organization founded by the American marketing professor Philip Kotler. His research is about Social Media Marketing and Communication as well as Negotiation and he is the author of more than 30 publications in these subject areas, including Marketing Management, Marketing: An Introduction, Social Media Marketing and The Hidden Rules of Successful Negotiation and Communication.
