Marketing management

About: Marketing management is a research topic. Over the lifetime, 20443 publications have been published within this topic receiving 658516 citations.

Green Marketing Strategies- A Study of Selected Leading Companies

Abstract: Green marketing requires awareness not only from customer but also from the manufacture of goods which are consumer goods as well as industrial goods. The main objective of the present study is to understand the impact of green marketing on the companies. In the field of ethics and social responsibility, green marketing themes are core areas related to environmental safety and human wellbeing. Finding suggests that the companies have favorable attitude towards green product and green marketing because green marketing helps in improving the sales and the image of the companies.

Public Education as an Emerging Market for Marketers: A Study of Market Conditions and Administrators' Needs

Abstract: Public education at the elementary through high school levels in the United States is in crisis. Market problems include general public dissatisfaction with perceptions of school quality and safety and a lack of correspondence between public desires and apparent school system achievements. These conditions present an opportunity to expand the province of marketing to a new field with new theoretical challenges. While a public sector marketing orientation can help school administrators to enhance relationships with their exchange publics, professional educators often resist a marketing perspective as impinging on professional stature. This study considers a social marketing orientation that addresses professional educator concerns and market needs. Public perceptions of educational systems in one southern state are then reviewed and data are presented on public school districts' superintendents marketing orientations and needs for support services.

Marketing Construction Services

Abstract: Marketing and business development have become major responsibilities for construction companies. To be successful in today's competitive markets, contractors must evolve into customer-oriented, relationship-driven companies. To investigate construction marketing in the Pacific Northwest, a study was undertaken to analyze the marketing activities of contractors, to determine the size of typical marketing staffs, and to determine the most useful marketing tools and techniques. Structured focus groups were organized with marketing professionals to address a series of questions provided in advance to each participant. Major findings were that construction marketing is becoming more sophisticated and more professional marketing people are involved. Construction is becoming specialized, and owners more demanding. The focus of marketing activities is shifting to building relationships between clients and construction project managers and superintendents. Clients today purchase service from people—not firms.

New Product Marketing: The Cutting Edge of Corporate Policy:

Abstract: New product marketing is the ultimate test of marketing skill and daring. In spite of all the art and science that is brought to bear on any new product, the launching of that product is always a plunge into the unknown. Some measure of the hazards and chances of major success are indicated by the fact that in the last seven years, only eight of the new food products marketed have generated more than $30 million in incremental sales. The next few years are going to be more hazardous and challenging than the past; more than ever, each and every new product launched must be an accurate expression of carefully wrought