MARKETING MANAGEMENT

1. 1. DEFINITION OF MARKETING:
“DESIGNING MARKET OFFERINGS TO ACHIEVE ORGANIZATIONAL
GOALS MORE EFFECTIVELY AND EFFICIENTLY THAN COMPETITORS”
(Irfan Amir)
2. THE PARTICIPANTS IN THE MARKETING FUNCTION (4 Cs):
COMPANY; CUSTOMER; CHANNEL; COMPETITION
3. THE MARKETING PROCESS:
a) MARKET ANALYSIS (market segmentation; break-even analysis;
profit projection; …)
b) MARKETING STRATEGIES AND PLANS
c) IMPLEMENTATION
d) MONITORING AND EVALUATION
4. MARKETING CONCEPTS AND TOOLS:
• SEGMENTATION AND TARGET MARKET
• MARKETPLACE; MARKETSPACE; METAMARKETING
• NEEDS, WANTS, AND DEMAND
• MARKET OFFERING
• CUSTOMER VALUE
• EXCHANGE; TRANSACTION; TRANSFER
• RELATIONSHIPS AND NETWORKS
• COMPETITION
• MARKETING ENVIRONMENT
• MARKETING PROGRAMME (MARKETING MIX)
• COMPANY ORIENTATIONS
• INTEGRATED MARKETING
4. SEGMENTATION VARIABLES:
DEMOGRAPHIC; PSYCHOGRAPHIC; PURCHASE BEHAVIOUR
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KEY TAKEAWAYS
COURSE WRAP-UP: ACF-271 – MARKETING
MANAGEMENT

2. 5. CUSTOMER VALUE =
Functional Benefit + Emotional Benefit
______________________________________
Monetary + Time + Energy + Psychic Costs
6. **THE TERMS EXCHANGE AND TRANSACTION ARE
SYNONYMOUS**
7. COMPANY ORIENTATIONS:
PRODUCTION; PRODUCT; SELLING; MARKETING; SOCIETAL
MARKETING CONCEPT
8. INTEGRATED MARKETING:
• MARKETING IS EVERYONE’S RESPONSIBILITY
• ORGANIZATIONAL CHART (INVERSE PYRAMID  CUSTOMER
AT THE TOP, FOLLOWED BY EMPLOYEES, MARKETING
MANAGEMENT AND THE TOP MANAGEMENT AT THE END)
• CUSTOMER AS THE CONTROLLING FUNCTION AND
MARKETING AS THE INTEGRATIVE FUNCTION
9. MARKET ORIENTATION:
• ‘HIGH’ ON BOTH CUSTOMER AND COMPETITOR FOCUS
• CUSTOMER ORIENTATION + GOAL ORIENTATION + INTER-
DEPARTMENTAL COORDINATION
10. VALUE CHAIN:
RAW MATERIALS  TRANSPORTATION  WORK-IN-PROCESS 
FINISHED GOODS  TRANSPORTATION  MARKETING AND
SALES  AFTER SALES SERVICE
11. **THE CHALLENGE FOR THE COMPANY IS TO MANAGE THE
QUALITY AND COSTS THROUGHOUT THE VALUE CHAIN TO AIM
AT HIGHEST POSSIBLE QUALITY AND LOWEST POSSIBLE COST**
12. TQM:
IMPROVING QUALITY OF ALL THE ORGANIZATION’S
PROCESSESS, PRODUCTS, AND SERVICES
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3. 13. MARKETING INFORMATION SYSTEM:
COLLECTION, ANALYSIS, AND DISTRIBUTION OF RELEVANT
INFORMATION THROUGHOUT THE MARKETING ORGANIZATION
14. MARKETING INTELLIGENCE SYSTEM:
INFORMATION ON INDUSTRY AND COMPETITORS
15. STEPS IN THE MARKETING RESEARCH PROCESS:
a) DEFINE PROBLEM AND RESEARCH OBJECTIVES
b) DEVELOP RESEARCH METHODOLOGY
c) COLLECT DATA
d) ANALYZE DATA
e) PRESENT FINDINGS
16. SAMPLING TECHNIQUES:
a) PROBABILITY (simple random sample, stratified random sample,
cluster (area) sample)
b) NON-PROBABILITY (convenience, judgement, quota)
17. METHODS FOR ESTIMATING FUTURE DEMAND:
• SURVEY OF BUYERS’ INTENTIONS
• ESTIMATE PROVIDED BY SALESFORCE
• EXPERT OPINION (Delphi Technique)
• PAST SALES ANALYSIS (Time Series)
• MARKET TEST METHOD
18. FACTORS INFLUENCING CONSUMER BEHAVIOUR (CONSUMER
GOODS):
• CULTURAL FACTORS (culture, social class)
• SOCIAL FACTORS (reference groups, primary groups, secondary
groups, aspirational groups, dissociative groups, opinion leaders)
• PERSONAL FACTORS (age and stage in the lifecycle, occupation
and economic circumstances, lifestyle – psychographics, personality
and self-concept)
• PSYCHOLOGICAL FACTORS (motivation, perception, learning,
beliefs and attitudes)
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4. 19. B to B DIFFERS FROM B to C IN:
• FEWER BUYERS
• LARGER BUYERS
• CLOSE SUPPLIER-CUSTOMER RELATIONSHIP
• GEOGRAPHICALLY CONCENTRATED BUYERS
• DERIVED DEMAND
• INELASTIC DEMAND
• FLUCTUATING DEMAD
• PROFESSIONAL SELLING
• SEVERAL BUYING INFLUENCES (Buying Committees, ..)
• MULTIPLE SALES CALLS
• DIRECT PURCHASING
• RECIPROCITY
• LEASING
20. NICHE:
A MORE NARROWLY DEFINED GROUP OF CUSTOMERS SEEKING
A DISTINCTIVE MIX OF BENEFITS. NICHES ARE SEGMENTS
WITHING SEGMENTS
21. BENEFITS OF NICHE MARKETING:
• CAN CHARGE PRICE PREMIUM BY HIGH LEVEL OF
CUSTOMIZATION
• AVOID COMPETITION
• MORE FOCUSED AND OPTIMAL USE OF RESOURCES
• CAN GAIN COMPETITVE ADVANTAGE THROUGH
‘SPECIALIZATION’
• A GOOD APPROACH FOR SMALL INVESTORS
22. CRITERIA FOR EFFECTIVE SEGMENTATION:
MEASURABLE; SUBSTANTIAL; ACCESSIBLE; DIFFERENTIABLE;
ACTIONABLE
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5. 23. SEGMENTATION VARIABLES FOR CONSUMER MARKETS:
a) GEOGRAPHIC
b) DEMOGRAPHIC
c) PSYCOGRAPHIC; BEHAVIORAL (occasions; benefits sought –
quality, service, economy, user status; user, non-user, ex-user; usage
rate – light, medium, heavy; loyalty status; readiness stage – unaware,
intending to buy; attitude towards the product – enthusiastic vs.
hostile)
24. SEGMENTATION VARIABLES FOR BUSINESS MARKETS:
a) DEMOGRAPHIC
b) OPERATING VARIABLES (technology; user/non-user status;
customer capabilities – serve customers needing many or few
services); PURCHASING APPROACHES (purchase-function
organization – centralized vs. decentralized; power structure –
dominated by engineers, financial officers, …; nature of existing
relationship – dealing with only the most ‘desirable’ companies;
general purchase policies – leasing, service-contract, sealed bidding;
purchasing criteria – companies seeking price, quality, service, …)
c) SITUATIONAL FACTORS (urgency; special application – certain
applications of a company’s products or all applications of a
company’s products; size of order)
d) PERSONAL CHARACTERISTICS (buyer-seller similarity – people
and values similar to ours; attitude towards risk – risk-taking or risk-
averse; loyalty – serve companies that show high loyalty two their
suppliers)
25. PATTERNS OF TARGET MARKET SELECTION:
a) SINGLE-SEGMENT CONCENTRATION
b) SELECTIVE SPECIALIZATION
c) PRODUCT SPECIALIZATION
d) MARKET SPECIALIZATION
e) FULL MARKET COVERAGE
26. POSITIONING:
DESIGNING THE COMPANY’S OFFERING AND IMAGE TO OCCUPY
A DISTINCTIVE PLACE IN THE MIND OF THE TARGET MARKET
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6. 27. VALUE PROPOSITION:
A BRIEFLY DEFINED REASON WHY THE TARGET MARKET
SHOULD BUY A PRODUCT
28. UNIQUE SELLING PROPOSITION (USP):
THE CENTRAL BENEFIT(S) THAT A COMPANY WISHES TO
PROMOTE TO ACHIEVE DISTINCTIVE POSTIONING
29. POSITIONING ERRORS:
a) UNDERPOSITIONING
b) OVERPOSITIONING
c) CONFUSED POSITIOING (too many shifts in positioning)
d) DOUBTFUL POSTIONING (hard to believe claims)
30. PERCEPTUAL MAP:
AN ANALYSIS TECHNIQUE TO VISUALIZE HOW BRANDS ARE
POSITIONED AGAINST EACH OTHER
31. COMMUNICATION OF COMPANY’S POSITIONING:
a) IMPORTANT
b) DISTINCTIVE
c) SUPERIOR
d) PREEMPTIVE
e) AFFORDABLE
f) PROFITABLE
32. DIFFERENTIATION:
HELPS POSITIONING THROUGH ADDING MORE AND MORE
MEANINGFUL AND IMPORTANT DIFFERENCES TO THE
BRAND/PRODUCT IN ORDER TO STAY AHEAD OF THE
COMPETITION
33. DIFFERENTIATION VARIABLES:
• PRODUCT
• SERVICES
• PERSONNEL
• CHANNEL
• IMAGE (symbols, logos, tag lines, …)
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7. 34. ** POSITIONING WILL HELP YOU IN BEING COUNTED,
DIFFERENTIATION WILL HELP YOU LEAD**
35. INNOVATION:
CREATIVE WAYS TO UPGRADE YOUR OFFEREING –
POTENTIALLY A VERY POWERFUL ROUTE TO DIFFERENTIATION
36. THE TYPICAL STAGE OF THE PRODUCT LIFE CYCLE (PLC):
a) INTRODUCTION
b) GROWTH
c) MATURITY
d) DECLINE
37. **MARKETING STRATEGIES CHANGE THROUGH DIFFERENT
STAGES OF THE PLC**
38. AVOIDING THE ‘DECLINE’ STAGE OF THE PLC:
a) MARKET MODIFICATION (more users; more usage; entering new
market segments; …)
b) PRODUCT MODIFICATION (quality improvement; feature
improvement; …)
c) MARKETING MIX MODIFICATION (prices; distribution;
advertising; sales promotion; personal selling; services; …)
39. STEPS IN THE NEW PRODUCT DEVELOPENT (NPD) PROCESS:
a) IDEA GENERATION
b) IDEA SCREENING
c) CONCEPT DEVELOPMENT AND TESTING
d) MARKETING STRATEGY DEVELOPMENT
e) BUSINESS ANALYSIS (financial viability, …)
f) PRODUCT DEVELOPMENT
g) MARKET TESTING
h) FULL-SCALE COMMERCIALIZATION
40. DEFINING SERVICES:
ANY ACT OR PERFORMANCE THAT ONE PARTY CAN OFFER TO
ANOTHER THAT IS ESSENTIALLY INTANGIBLE AND DOES NOT
RESULT IN OWNERSHIP OF ANYTHING. ITS PRODUCTION MAY OR
MAY NOT BE TIED TO A PHYSICAL PRODUCT
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8. 41. ** EVERY BUSINESS IS A SERVICE BUSINESS**
42. DISTINGUISHING CHARACTERSISTICS OF SERVICE BUSINESSES:
a) INTANGIBLE
b) INSEPARABLITY
c) VARIABILITY
d) PERISHIBILITY
43. THE THREE ‘ADDITIONAL’ P’s FOR MARKETING SERVICES:
a) PEOPLE
b) PYSICAL EVIDENCE (cleanliness, speed, ...) – ALSO CALLED
PRESENTATION
c) PROCESS (for example, for a dry cleaning business: normal service;
urgent service; steam press; …)
44. PRICING OBJECTIVES:
a) SURVIVAL
b) MAXIMUM CURRENT PROFIT
c) MAXIMUM MARKET SHARE
d) MAXIMUM MARKET SKIMMING
e) PRODUCT-QUALITY LEADERSHIP
45. **PRICE SHOULD ALIGN WITH VALUE**
46. CONDITIONS FAVORING MARKET PENETRATION PRICING
STRATEGY:
• MARKET IS HIGHLY PRICE-SENSITIVE
• PRODUCTION AND DISTRIBUTION FALL WITH
ACCUMULATED PRODUCTION EXPERIENCE (learning curve)
• A LOW PRICE DISCOURAGES ACTUAL AND POTENTIAL
COMPETITION
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9. 47. CONDITIONS FAVORING MARKET SKIMMING PRICING
STRATEGY:
• A SUFFICIENT NUMBER OF BUYERS HAVE A HIGH CURRENT
DEMAND
• THE UNIT COSTS OF PRODUCING A SMALL VOLUME ARE
NOT SO HIGH THAT THEY OFF-SET THE ADVANTAGE OF
CHARGING ‘WHAT THE TRAFFIC WILL BEAR’
• THE HIGH INITIAL PRICE DOES NOT ATTRACT MORE
COMPETITORS
• THE HIGH PRICE COMMUNICATES THE IMAGE OF A
SUPERIOR PRODCUT
• THERE IS A PATENT PROTECTION FOR CERTAIN PERIOD OF
TIME
48. **IN PENETRATION PRICING STRATEGY THE AIM IS TO GET A
FOOTHOLD IN THE MARKET AND TRY TO INCREASE PRICE OVER
TIME; IN SKIMMING PRICING STRATEGY THE AIM IS TO MAKE
MAXIMUM GAINS BEFORE COMPETITION SETS IN; IN THE
SKIMMING STRATEGY, PRICES FALL OVER TIME
49. ESTIMATING COSTS:
• FIXED COSTS
• VARIABLE COSTS
• AVERAGE COST
50. **TO ESTIMATE THE REAL PROFITABILITY OF DEALING WITH
DIFFERENT CUSTOMERS, THE MANUFACTURER NEEDS TO
DEPLOYG ACTIVITY BASED COST (ABC) ACCOUNTING INSTEAD OF
STANDARD COSTING**
51. IN SETTING PRICES CONSIDER THE THREE C’s:
a) CUSTOMERS’ DEMAND SCHEDULE
b) COST FUNCTION
c) COMPETITORS’ PRICES
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10. 52. PRICE SETTING METHODS:
a) MARK-UP PRICING
b) TARGET-RETURN PRICING
c) PERCEIVE VALUE PRICING (charging prices based on customer’s
perceived value)
d) VALUE PRICING (charging a fairly low price for a high-quality
offering)
e) GOING-RATE PRICING
f) AUCTION-TYPE PRICING
g) GROUP PRICING (the Internet is facilitating this method where
consumers and business buyers join groups to buy at a lower price)
53. PROMOTIONAL PRICING:
• LOSS-LEADER PRICING (dropping prices on well-known brands to
stimulate additional customer traffic)
• SPECIAL EVENT PRICING
• CASH REBATES
• LOW INTEREST FINANCING
• LONGER PAYMENT TERMS
• WARRANTIES AND SERVICE CONTRACTS
• PSYCHOLOGICAL DISCOUNTING (WAS Rs 2,000 NOW Rs 1,800)
54. PRICE DISCRIMINATION:
OCCURS WHEN A COMPANY SELLS A PRODUCT OR SERVICE AT
TWO OR MORE PRICES THAT DO NOT REFLECT A
PROPORTIONAL DIFFERENCE IN COSTS. AIRLINES, HOTELS,
THEATERS, … USE SUCH PRICING SUCCESSFULLY (first-class,
economy class, …)
55. INTEGRATED MAREKTING COMMUNICATIONS (IMC):
“IMC IS A CONCEPT OF MARKEITNG COMMUNICATINS PLANNING
THAT RECONIZES THE ADDED VALUE OF A COMPREHENSIVE
PLAN. SUCH A PLAN EVALUATES THE STRATEGIC ROLES OF A
VARIETY OF COMMUNICAITONS DISCIPLINES – FOR EXAMPLE,
GENERAL ADVERTISING, DIRECT RESPONSE, SALES PROMOTION
AND PUBLIC RELATIONS – AND COMBINES THESE DISCIPLINES
TO PROVIDE CLARITY, CONSISTENCY AND MAXIMUM IMPACT
THROUGH THE SEAMLESS INTEGRATION OF DISCRETE
MESSAGES” (As defined by the American Association of Advertising
Agencies)
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11. 56. ELEMENTS OF THE COMMUNICATIONS MIX:
a) ADVERTISING
b) SALES PROMOTION
c) PUBLIC RELATIONS AND PUBLICITY
d) PERSONAL SELLING
e) DIRECT MARKETING
57. STEPS IN DEVELOPING EFFECTIVE COMMUNICATION:
a) IDENTIFY TARGET AUDIENCE
b) DETERMINE OBJECTIVES
c) DESIGN MESSAGE (Attention, Interest, Desire, Action – AIDA)
d) SELECT THE COMMUNICATION CHANNEL (MEDIUM)
e) ESTABLISH THE TOTAL COMMUNICAITONS BUDGET
f) DECIDE THE MARKETING COMMUNICATIONS MIX
g) MEASURE THE COMMUNICATIONS’ RESULT
h) MANAGE INTEGRATED MARKETING COMMUNICATION
(IMC) PROCESS
58. WORD OF MOUTH OR ‘BUZZ’:
A VERY POWERFUL SOURCE OF PROMOTION; COULD BE BOTH
‘GOOD’ OR ‘BAD’
59. COST PER THOUSAND (CPM):
COST OF DELIVERING A MESSAGE ONCE TO 1,000 INTENDED
CUSTOMERS
60. GROSS RATING POINTS (GRPs):
61. THE FIVE Ms OF ADVERTISING:
a) MISSION (objectives)
b) MONEY (budget)
c) MESSAGE
d) MEDIA
e) MEASUREMENT
62. **SALES PROMOTION COULD BE FOCUSED ON BOTH THE
CONSUMER (samples, prices off, premiums, warranties, …) OR ON THE
TRADE – WHOLESALERS AND RETAILERS – (prices off, advertising
and display allowances, free goods, …)**
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12. 63. MAJOR CHANNELS FOR DIRECT MARKETING:
a) FACE-TO-FACE SELLTING (PERSONAL SELLING)
b) DIRECT MAIL
c) CATALOGUE MARKETING
d) TELMARKETING (THROUGH PHONE)
e) TV SHOPPING
f) KIOSK (KHOKHA!) MARKETING
g) E-MARKETING
64. CREATIVE BRIEF:
IT IS AN ELABORATION OF THE ‘POSITIONING STATEMENT’ AND
INCLUDES:
• KEY MESSAGE
• TARGET AUDIENCE
• COMMUNICATION OBJECTIVES
• BENEFITS TO PROMISE
• SUPPORT FOR THE PROMISE
• MEDIA TO BE USED
65. REACH:
THE NUMBER OF DIFFERENT PERSONS OR HOUSEHOLDS
EXPOSED TO A PARTICULAR MEDIA SCHEDULE AT LEAST ONCE
DURING A SPECIFIED TIME PERIOD
66. FREQUENCY:
THE NUMBER OF TIMES WITHIN THE SPECIFIED TIME PERIOD
THAT AN AVERAGE PERSON OR HOUSEHOLD IS EXPOSED TO THE
MESSAGE
67. IMPACT:
THE QUALITATIVE VALUE OF AN EXPOSURE THROUGH A GIVEN
MEDIUM
68. COPY TESTING:
IT IS THE PROCESS THROUGH WHICH AN ADVERTISER SEEKS TO
DETERMINE WHETHER AN AD IS COMMUNICATING
EFFECTIVELY. COPY TESTING COULD BE DONE BEFORE AN AD IS
PUT INTO MEDIA AND AFTER IT IS PRINTED OR BROADCAST
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13. 69. FUNCTIONS PERFORMED BY MEMBERS OF THE MARKETING
CHANNEL (INTERMEDIARIES):
a) GATHER INFORMATION ABOUT POTENTIAL AND CURRENT
CUSTOMERS, COMPETITORS, AND OTHER ACTORS AND
FORCES IN THE MARKETING ENVIRONMENT
b) DEVELOP AND DISSEMINATE PERSUASIVE
COMMUNICAITONS TO STIMULATE PURCHASING
c) REACH AGREEMENTS ON PRICE AND OTHER TERMS SO
THAT TRANSFER OF OWNERSHIP OR POSSESSION CAN BE
EFFECTED
d) PLACE ORDERS WITH MANUFACTURERS
e) ACQUIRE FUNDS TO FINANCE INVENTORIES AT DIFFERENT
LEVELS IN THE MARKETING CHANNEL
f) ASSUME RISKS CONNECTED WITH CARRYING OUT
CHANNEL WORK
g) PROVIDE FOR THE STORAGE AND MOVEMENT OF
PHYSICAL PRODUCTS
h) PROVIDE FOR BUYERS’ PAYMENT OF THEIR BILLS
THROUGH BANKS AND OTHER FINANCIAL INSTITUTIONS
i) OVERSEE ACTUAL TRANSFER OF OWNERSHIP FROM ONE
ORGANIZATION OR PERSON TO ANOTHER
70. **THE QUESTION IS NOT WHETHER VARIOUS CHANNEL
FUNCTIONS NEEDED TO BE PERFORMED – THEY MUST BE
PERFORMED – BUT WHO IS TO PERFORM THEM**
71. MAJOR CHANNEL ALTERNATIVES:
• DIRECT SALES FORCE
• AGENTS
• DISTRIBUTORS
• DEALERS
• DIRECT MAIL
• TELEMARKETING
• THE INTERNET
72. **SEVERAL COMPANIES USE A MIX OF CHANNELS – EACH
CHANNEL HOPEFULLY REACHES A DIFFERENT CUSTOMER
SEGMENT AND DELIVERS THE RIGHT PRODUCTS TO EACH AT
THE LEAST COST – WHEN THIS DOES NOT HAPPEN, THERE IS
USUALLY CHANNEL CONFLICT AND EXCESSIVE COST**
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14. 73. EXTENT OF DISTRIBUTION:
• EXCLUSIVE
• SELECTIVE
• INTENSIVE
74. RETAILING:
INCLUDES ALL ACTIVITIES INVOLVED IN SELLING GOODS OR
SERVICES DIRECTLY TO FINAL CONSUMERS FOR PERSONAL OR
NON-BUSINESS USE. A RETAILER OR RETAIL STORE IS ANY
BUSINESS ENTERPRISE WHOSE SALES VOLUME COMES
PRIMARILY FROM RETAILING
75. WHEEL OF RETAILING:
THE WHEEL OF RETAILING HYPOTHESIS EXPLAINS ONE REASON
THA NEW STORE TYPES EMERGE. CONVENTIONAL RETAIL
STORES TYPICALLY INCREASE THEIR SERVICES AND RAISE
THEIR COSTS. THESE HIGHER COSTS PROVIDE AN OPPORTUNITY
FOR NEW STORE FIRMS TO OFFER LOWER PRICES AND LESS
SERVICE
76. ASSORTMENT:
VARIETY WITHIN A PRODUCT CATEGORY OR ACROSS PRODUCT
CATEGORIES
77. WHOLESALING:
INCLUDES ALL THE ACTIVITIES INVOLVED IN SELLING GOODS
OR SERVICES TO THOSE WHO BUY FOR RESALE OR BUSINESS
USE. WHOLESALERS ARE ALSO CALLED DISTRIBUTORS
78. FUNCTIONS PERFORMED BY WHOLESALERS:
• SELLING AND PROMOTING
• BUYING AND ASSORTMENT BUILDING
• BULK BREAKING
• WAREHOUSING
• TRANSPORTATION
• FINANCING
• RISK BEARING
• MARKET INFORMATION
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15. • MANAGEMENT SERVICES AND COUNSELING
79. MARKET LOGISTICS:
INVOLVES PLANNING THE INFRASTRUCTURE TO MEET DEMAND
THEN IMPLEMENTING AND CONTROLLING THE PHYSICAL
FLOWS TO MATERIALS AND FINAL GOODS FROM POINTS OF
ORIGIN TO POINTS OF USE, TO MEET CUSTOMER REQUIREMENTS
AT A PROFIT
80. MARKETING ORGANIZATION:
IT IS IMPORTANT THAT SALES MANAGER SHOULD REPORT TO
THE MARKETING MANAGER. ALSO, THE INTERFACE OF
MARKETING WITH OTHER DEPARTMENTS (R&D,
MANUFACTURING, FINANCE, …) SHOULD BE MANAGED (mainly the
responsibility of the marketing manager) IN SUCH A WAY THAT
HARMONY AND NOT FRICTION IS PROMOTED
81. EVALUATION AND CONTROL:
MARKETING MANAGEMENT SHOULD CONDUCT BOTH
QUALITATIVE AND QUANTITIVE ANALYSES TO DETERMINE THE
FINANCIAL IMPLICATIONS OF MARKETING EXPENDITURES
Source: Kotler, Philip, (2003), Marketing Management, Eleventh Edition, Prentice-
Hall India, New Delhi.
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