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Journal articles on the topic 'Marketing Management Concepts'
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Poita, Iryna. "MODERN CONCEPTS OF MARKETING MANAGEMENT." Economics. Management. Innovations, no. 2(35) (December 9, 2024): 123–37. https://doi.org/10.35433/issn2410-3748-2024-2(35)-8.
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The article analyzes and summarizes the theoretical foundations of modern concepts of marketing management in enterprises, considering the latest management trends. Recent scientific studies on the implementation of marketing management systems in Ukrainian enterprises are reviewed. The necessity of understanding the sequence of the marketing management process in modern Ukrainian companies is identified. The article explores current interpretations of the term "marketing management" and separately analyzes the concepts of "marketing" and "management" for a deeper understanding of the essence of "marketing management." It confirms that the marketing management system is the foundation of a company's effective operations, impacting its competitiveness and determining directions for further development. A detailed analysis of modern marketing management concepts is conducted, including "customer orientation," "digital marketing," "content marketing," "omnichannel marketing," "influencer marketing," and "green marketing." The article also identifies contemporary tools and principles for their application in marketing management as methods and means of management within the enterprise. The main elements of the enterprise's marketing management system are examined, and the interconnection between management, marketing, and marketing management functions in the enterprise's business activities is established. It is demonstrated that the application of marketing management today facilitates the realization of internal reserves for enterprise growth and development and simplifies the organizational structure. Furthermore, it confirms that the marketing management system is the foundation for efficient operation, impacting competitiveness, efficiency, and setting the strategic directions for development under current economic conditions.
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Susila Andriyati, Muhammad Iqbal Fasa, and Suharto. "Sharia Bank Marketing Management Concepts." EKSYAR : Jurnal Ekonomi Syari'ah & Bisnis Islam 9, no. 2 (2022): 102–10. http://dx.doi.org/10.54956/eksyar.v9i2.345.
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The characteristics of products sold by banks are more services and not goods. Products sold are abstract or cannot be seen in absolute terms but can still be felt by customers. This research method is qualitative in the form of a literature review. Data in journals, books and encyclopedias related to the research focus. The data collection used is to look for literature that correlates or is in line with the main subject of the research. The marketing management concept asserts that the key to achieving organizational goals is that the company must be more effective than competitors in creating, delivering, and communicating customer value to its selected target markets. Kotler defines the marketing mix as a set of controllable factor marketing tools, products, prices, promotions, and places that the company integrates to produce the desired response in the target market. Saladin defines the marketing mix as a series of marketing variables that can be mastered by the company and used to achieve goals in the target market.
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Chajka, Inna. "MODERN CONCEPTS OF ENTERPRISE MARKETING MANAGEMENT." Economic Analysis, no. 27(1) (2017): 257–62. http://dx.doi.org/10.35774/econa2017.01.257.
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Introduction. The article analyses the essence of marketing management of company activity as a scientific category through the theoretical analysis of the terms content. These terms determine it. They are presented in the works of foreign and Ukrainian authors. On the basis of the research it has been proved that universities need systematic development of consumers to improve their marketing and general increase of functioning efficiency on the market of educational services. Purpose. The article aims to develop the theoretical approaches and practical recommendations which concern the role and main tasks of marketing management of company activity. Method (methodology). The directions of improvement of higher educational institutions marketing management on the basis of consumers’ development have been determined. It has been done considering the method of systematic and structural analysis, method of causal and effect analysis, method of synthesis and argumentation. Result. The development of conceptual model of marketing management, as well as the author's definition of "marketing management" and "development of consumers" have become the results of research.
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Beik, Leland L., Robert W. Haas, Thomas R. Wotruba, et al. "Marketing Management: Concepts, Practice and Cases." Journal of Marketing 49, no. 4 (1985): 141. http://dx.doi.org/10.2307/1251441.
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Brownlie, Douglas. "Strategic marketing concepts and models." Journal of Marketing Management 1, no. 1-2 (1985): 157–94. http://dx.doi.org/10.1080/0267257x.1985.9963983.
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Lazer, William. "Executive Insights: Changing Dimensions of International Marketing Management—The New Realities." Journal of International Marketing 1, no. 3 (1993): 93–103. http://dx.doi.org/10.1177/1069031x9300100306.
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International marketing is now in the midst of a major transformation that, in the next 15 to 20 years, will reshape and restructure concepts, approaches, and operations. International marketing management thinking may well be turned upside down, as fundamental precepts are challenged, a new mindset evolves, and marketing's international thrust comes of age. International concerns will move to the forefront of business, with government and societal issues transforming the management of marketing activities. The author offers some perspectives on the future of international marketing practices based on some current trends.
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Agus Suhendra, M. Yusuf Sanny, Kamsariaty, Gratia Atanka Barus, and Christophorus Indra Wahyu Putra. "Marketing Communication: Concepts, Creative Strategy, Implementation." International Journal of Advanced Multidisciplinary 3, no. 1 (2024): 27–38. http://dx.doi.org/10.38035/ijam.v3i1.518.
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Abstract: Marketing communication articles: concepts, creative strategies and implementation within the scope of marketing management science. This article aims to create hypotheses regarding the relationship between factors, which can then be used for further research in the field of marketing management. The research method used in this research is descriptive qualitative. The data used in this research comes from previous research which is still relevant to the current investigation. Data was collected from leading academic online platforms, including Publish or Perish, Google Scholar, digital reference books, and Sprott journals. The results of this literature research include: 1) Concepts play a role in marketing communications; 2) Creative strategies play a role in marketing communications; and 3) Implementation plays a role in marketing communications.
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Ergashev, A. "Vision marketing as a business profit maximization." Bulletin of Science and Practice 414, no. 12(13) (2016): 331–34. https://doi.org/10.5281/zenodo.205476.
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This article discusses management of marketing activities of the company in terms of managing the supply of goods on a market. Profit growth of the company is the ultimate goal of supply management, and this goal can be achieved in different ways, which are listed in the concepts of marketing: the industrial, commercial, marketing, traditional marketing concepts. And the marketing concept combines the base to maximize profits the previous three concepts.
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Wright, Len Tiu, Rose Wright, and Kaouther Kooli. "Business Marketing Concepts and Cases." Journal of Business & Industrial Marketing 31, no. 8 (2016): 1017–18. http://dx.doi.org/10.1108/jbim-10-2016-274.
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Osh, state university. "Marketing and Management in Healthcare." Marketing and Management of healthcare 15, no. 6 (2025): 12–14. https://doi.org/10.5281/zenodo.15162861.
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Recent studies have highlighted the evolving role of marketing and management in healthcare, emphasizing the need for healthcare institutions to adapt to changing market dynamics and patient expectations. A 2019 article discusses the impact of marketing strategies in healthcare systems, noting that the dynamic evolution of life has significantly affected healthcare, making marketing an indispensable element for health brands. It emphasizes that healthcare marketing is interdisciplinary, utilizing concepts from both classical and social marketing, and is crucial for understanding and meeting patient needs. Similarly, a 2019 study addresses the necessity for healthcare institutions to adopt marketing management concepts aligned with global market trends and consumer demands. It highlights the importance of strategic management, branding, and marketing strategies in creating satisfied and loyal consumers of health services. Furthermore, a 1998 article identifies a gap between conducting marketing surveys and integrating their results into strategic management within hospitals. It suggests that closing this gap requires a proactive approach to integrating marketing into the management routine, emphasizing the importance of aligning marketing efforts with strategic decision-making processes. These studies collectively underscore the critical role of tailored marketing strategies and effective management in enhancing patient engagement, improving service quality, and achieving organizational success in the healthcare sector.
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Blanchette, David M. "Marketing Education for Accountants." Journal of Marketing Education 18, no. 1 (1996): 37–47. http://dx.doi.org/10.1177/027347539601800106.
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This article addresses the issue of interdisciplinary marketing education by considering the case of marketing concepts and skills relevant for accountants. The need for marketing skills is identified; germane concepts and skills are documented; and suggestions for incorporating them, in order to improve both firm management and client service, are elaborated.
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Foreman, Susan K., and Arthur H. Money. "Internal marketing: Concepts, measurement and application." Journal of Marketing Management 11, no. 8 (1995): 755–68. http://dx.doi.org/10.1080/0267257x.1995.9964388.
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Fullerton, Ronald A. "How Modern is Modern Marketing? Marketing's Evolution and the Myth of the “Production Era”." Journal of Marketing 52, no. 1 (1988): 108–25. http://dx.doi.org/10.1177/002224298805200109.
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The widely accepted belief in a Production Era implies that serious and sophisticated marketing is a recent phenomenon. Analyzing conditions in Britain, Germany, and the United States, the author shows that the Production Era concept obscures the extent and level of development of earlier marketing practice, as do the Sales Era and Marketing Era concepts. A new model of marketing's evolution is used to propose a more accurate periodization of modern marketing's development.
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Medvedeva, Yulia. "Marketing orientation as a basis for retail structures’ innovative development." E3S Web of Conferences 210 (2020): 13042. http://dx.doi.org/10.1051/e3sconf/202021013042.
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Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most relevant concepts for innovative development are relationship marketing, co-creation marketing, customer experience marketing, and sustainable marketing. An integrated concept of marketing management of RS innovative development is proposed, the task of which is to provide catalyzing market innovation on the one hand and the resulting support for the commercialization of innovations. Based on the study of hierarchical relationships of marketing concepts in trade, features of innovative development of trade, the article defines the multi-paradigm of modern marketing in trade, which allows us to form the concept of marketing management of RS innovative development. Its content means the implementation of a customer-oriented and customer-involved retail enterprise management doctrine and is a process designed and managed by marketing, aimed at transforming technologies, methods, forms, and formats of trade
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ЯДУХА, Сергій, Тарас ЯБЛОНСЬКИЙ, Сергій КРУК та Тетяна КУЧАНСЬКА. "ТЕОРЕТИЧНІ АСПЕКТИ УПРАВЛІННЯ МАРКЕТИНГОВОЮ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВА". Herald of Khmelnytskyi National University. Economic sciences 330, № 3 (2024): 284–90. http://dx.doi.org/10.31891/2307-5740-2024-330-43.
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The article examines the concepts of "marketing" and "marketing management", analyzes the main concepts of marketing and defines the relationship between marketing and management at the enterprise. This study aims to provide a deep understanding of the key aspects of marketing activities and their integration with general management processes to achieve sustainable commercial success. In the scientific literature, various definitions are given to understand the essence of "marketing". From the given definitions, certain approaches can be distinguished, which include: functional approach, process approach, socio-management approach, entrepreneurial approach, strategic approach, behavioral approach and social approach. In our opinion, marketing should be understood as a complex and multifaceted process that includes market research, product development, pricing, organization of distribution and promotion in order to meet consumer needs and achieve company goals. The development of marketing was carried out within the framework of marketing concepts, in particular: improvement of production; product improvement; intensification of efforts; classic marketing; relationship marketing; marketing deals; strategic marketing; maxi-marketing; mega-marketing. The study of the essence of the concept of "marketing management" allows us to distinguish the following approaches, in particular: functional approach, process approach, organizational approach, systemic approach, adaptive approach and interactive approach. In our opinion, marketing management should be understood as the process of planning, analysis, implementation and control of the enterprise's marketing activities in order to achieve its strategic goals. Marketing and management and their relationship play a key role in ensuring the success of the enterprise. Effective integration of marketing strategies with management processes allows enterprises to adapt to market conditions, satisfy customer needs and achieve their business goals.
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Казаков, Сергей, Sergey Kazakov, Нина Перекалина, Nina Perekalina, Илья Рожков, and Ilya Rozhkov. "THE EVOLUTION OF MARKETING IN MANAGEMENT SYSTEM." Russian Journal of Management 1, no. 1 (2013): 35–45. http://dx.doi.org/10.12737/424.
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The article describes the evolution of marketing approaches and concepts, and determines their place in the system of modern management. The article also examines the reasons for the crisis of modern marketing and possible ways of its development at this stage.
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Stebliuk, Nataliia, and Yuri Gubsky. "ECONOMIC ESSENCE AND SIGNS OF MARKETING MANAGEMENT." ECONOMIC BULLETIN OF THE DNIPROVSK STATE TECHNICAL UNIVERSITY, no. 1(2) (June 2, 2021): 56–63. http://dx.doi.org/10.31319/2709-2879.2021iss1(2).232574pp56-63.
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The article is devoted to theoretical aspects of marketing management of enterprise as a scientific category through comprehensive study of marketing management conceptual foundations, adapted to modern business conditions. The features of theoretical and practical principles of formation and development of marketing concepts are given due to scientific and technological progress and informatization of society. Theoretical aspects of concepts of marketing management and its application in the activities of enterprises and organizations are highlighted. The development of marketing management concepts will allow forming a set of interrelated methodological approaches to practical implementation of specific provisions, in accordance with modern conditions and trends in the development of economic entities during economic transformation. It is proved that the question of definition and terminology is very important for any theory, because definitions, terms, provisions at the heart of any reasoning and logical constructions can affect their final result. Generalization of scientific provisions allowed providing a definition of "marketing management". Marketing management is a type of activity that involves enterprise analysis, planning, implementation and control carried out by all its units in the interaction and coordination of interests on the basis and principles of marketing to achieve high efficiency, development and consolidation in a competitive environment that allow to achieve set goals. These goals are to increase profits, meet the needs of the target audience, increase market share, etc. It is emphasized that the introduction and use of marketing mechanisms in integration with management allow to make decisions based on the comparison of real opportunities with market demands, desired values and aspirations of existing and potential consumers. Marketing management as a purposeful activity to regulate company's position in the market through planning, organization, motivation and control, taking into account specific conditions, aims to achieve the company with a clear focus on the consumer. The obtained results make it possible to identify the main trends in the development of marketing management with the use of specific technologies in management system of enterprises and organizations.
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Бекмурзаев, И. Д., С. В. Лаптиёв, and С. Д. Хажмурадова. "Organization and implementation of marketing management at enterprises." Экономика и предпринимательство, no. 5(130) (June 25, 2021): 858–62. http://dx.doi.org/10.34925/eip.2021.130.5.169.
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В статье исследованы теоретико-методологические аспекты организации и внедрения маркетингового менеджмента на предприятиях. Проведен анализ специфики понятий «управление маркетингом» и «маркетинговый менеджмент». Раскрыты составляющие «маркетингового менеджмента» современного предприятия с их функциональным наполнением. Определен ряд ключевых понятий относительно «маркетингового менеджмента» и основные направления реализации современного маркетингового менеджмента на предприятии при условии использования адаптивных уровней реализации. Представлена общая совокупность основных принципов внедрения маркетингового менеджмента на современном предприятии и определены основные подходы к реализации «маркетингового менеджмента» на предприятии. The article examines the theoretical and methodological aspects of the organization and implementation of marketing management in enterprises. The analysis of the specifics of the concepts of "marketing management" and "marketing management"is carried out. The components of the "marketing management" of a modern enterprise with their functional content are revealed. A number of key concepts regarding "marketing management" and the main directions of implementation of modern marketing management in the enterprise are defined, provided that adaptive levels of implementation are used. The general set of basic principles of marketing management implementation in a modern enterprise is presented and the main approaches to the implementation of "marketing management" in the enterprise are defined.
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Khukhlaev, Dmitriy, and Olga Tsuverkalova. "Formalization of marketing management approaches from the perspective of system analysis." E3S Web of Conferences 460 (2023): 03021. http://dx.doi.org/10.1051/e3sconf/202346003021.
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The article is devoted to the study of the implementation of the key goal of marketing, which is the satisfaction of public needs through commodity-money exchange, within the framework of the implementation of various concepts and approaches in marketing. A feature of the study is the consideration of this issue from the standpoint of system analysis. That allowed to formalize the problem, hindering the achievement of the main goal of marketing: the discrepancy of the current potential of the manufacturer to the needs of the customer. As a result, logical schemes were constructed to eliminate the systemic problem of achieving a marketing goal for the following marketing concepts: traditional, cognitive, sales, interaction (co-creation), development and marketing of advanced development. Mathematical models were proposed for the developed logic schemes.
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Красюк, И. А., and Д. Г. Хухлаев. "Marketing management: the genesis of development within the framework of the evolution of marketing concepts." Экономика и предпринимательство, no. 7(144) (December 2, 2022): 952–58. http://dx.doi.org/10.34925/eip.2022.144.7.187.
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Эволюционное развитие концепций маркетинга оказало влияние на содержание маркетингового управления. Современная практика развития маркетинга требует применения комплексного подхода. Целью маркетингового управления становится формирование и расширение целевой аудитории посредством применения инструментария когнитивной концепции, инновационных и цифровых технологий. Рассмотрены концептуальные положения развития концепций маркетинга, дана оценка их влияние на содержание и результаты маркетингового управления. В работе определены основные триггеры развития маркетингового управления. The evolutionary development of marketing concepts has influenced the content of marketing management. Modern marketing development practice requires an integrated approach. The goal of marketing management is the formation and expansion of the target audience through the use of cognitive concept tools, innovative and digital technologies. The conceptual provisions of the development of marketing concepts are considered, their impact on the content and results of marketing management is assessed. The paper identifies the main triggers for the development of marketing management.
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Юшаева, Р. С. Э., С. Р. Умархаджиева, and М. С. Устарханова. "Marketing management and planning." Экономика и предпринимательство, no. 10(135) (January 10, 2022): 1383–87. http://dx.doi.org/10.34925/eip.2021.135.10.267.
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В данной статье рассматривается тема планирования и управления в области маркетинга, а также механизмы, задачи, концепции управления маркетингом. Процесс управления маркетингом - это систематический процесс для эффективного предложения и оценки маркетинговых стратегий. Всего существует пять процессов, и в каждом процессе необходимо учитывать множество факторов, и всегда помнить о структуре маркетинга. Маркетинговое планирование - это последовательность этапов, которые обычно выполняются в определенном формате. Компании могут принять маркетинговый план, соответствующий ситуациям и их требованиям. Процесс маркетингового планирования включает в себя как разработку целей, так и спецификации того, как их достичь. В основном планирование включает в себя постановку целей, разработку и реализацию программы для достижения целей организации, а также наличие механизма мониторинга и контроля. Маркетинговое планирование связано с определением доступных ресурсов и распределением этих ресурсов для достижения целей организации. This article discusses the topic of planning and management in the field of marketing, as well as the mechanisms, tasks, concepts of marketing management. The marketing management process is a systematic process for effectively proposing and evaluating marketing strategies. There are five processes in total, and in each process many factors must be taken into account, and always remember about the marketing structure. Marketing planning is a sequence of steps that are usually performed in a specific format. Companies can adopt a marketing plan that suits the situations and their requirements. The marketing planning process involves both developing goals and specifying how to achieve them. Basically, planning includes setting goals, developing and implementing a program to achieve the goals of the organization, as well as having a monitoring and control mechanism. Marketing planning is about identifying the resources available and allocating those resources to achieve the goals of the organization.
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Trifauzi, Faruuq, Tobroni Tobroni, and Muhammad In’am Esha. "Integrated Islamic School Competitiveness Management." Al-Hayat: Journal of Islamic Education 6, no. 1 (2022): 214. http://dx.doi.org/10.35723/ajie.v6i1.270.
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Education is a service product produced by non-profit educational institutions so that the educational process results are visible. To learn more about education marketing, you must first know the substance and characteristics of services and marketing concepts so that the application of education marketing is in the correct position by the values and nature of education itself. Therefore, this study aims to find marketing management concepts for private Islamic educational institutions competitive at LPI Al-Badar Tulungagung. This research uses a qualitative approach with a multi-case study type. Data were obtained from the results of interviews, observations, and documentation. The data analysis is carried out since the researcher will come to the research object. After the data collection process, the study is carried out through data condensation, data presentation, and conclusion. The method of credibility, dependability, confirmability and transferability is used to check the validity of the data as well as possible. The findings of this study are the preparation of the concept, program selection, target market and quality of alums. In this way, a concept is formed; the concept of habituation, the concept of mental education, the concept of coordination and confirmation management and the concept of personal branding.
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Minculete, Gheorghe, and Benone Andronic. "Relational Approaches to Digital Marketing and Digital Supply Chain Management." International conference KNOWLEDGE-BASED ORGANIZATION 28, no. 1 (2022): 232–39. http://dx.doi.org/10.2478/kbo-2022-0035.
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Abstract The challenges of the information age and the digital economy have had a major impact on marketing and Supply Chain Management (SCM) determining an important evolution of them, until today, when the evolved ways of digital operation of the two concepts are implemented. Achieving beneficial business results through the effective application of strategies and policies specific to the application of these concepts necessarily highlights a functional correlation between the management and execution systems of digital marketing and digital SCM. In this paper, we will present, in essence, some considerations regarding both the functional description of the correlation between digital marketing and digital SCM, even though various studies and publications have been carried out over the years, as well as considerations regarding the easy implementation of the two concepts. At the same time, we will highlight some statistical data, published by experts, regarding suppliers, distributors and customers, all in the context of digital business design.
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Setianingrum, Herlin Widasiwi, Tri Widyastuti, and Safrezi Fitra. "Comprehensive marketing management for competitive advantage." Digital Business: Tren Bisnis Masa Depan 16, no. 1 (2025): 54–60. https://doi.org/10.59651/digital.v16i1.267.
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Marketing management is a fundamental aspect of the business world that plays a role in designing, implementing, and evaluating marketing strategies to achieve competitive advantage. This process involves analyzing consumer needs and wants, market segmentation, product positioning, and developing an effective marketing mix strategy. This article discusses the basic concepts of marketing management, marketing strategies, and the challenges faced in the digital era. The research method used is a literature study from various academic and practical sources. This method involves collecting, analyzing, and synthesizing information from various academic and practical sources. Academic sources include scholarly journals, reference books, and peer-reviewed research publications. The discussion covers market segmentation, marketing mix, consumer behavior, and modern marketing trends such as digital marketing and personalization. The discussion in this study covers various key aspects of marketing management, starting with market segmentation, which is the process of grouping consumers based on certain characteristics such as demographics, psychographics, and behavior, in order to develop more effective marketing strategies. The conclusion of this article highlights the importance of adapting marketing strategies to technological developments and market dynamics.
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Ларченко, О. В. "APPLICATION OF MARKETING CONCEPTS IN STRATEGIC MANAGEMENT IN THE INFORMATION SOCIETY." Таврійський науковий вісник. Серія: Економіка, no. 18 (December 29, 2023): 284–92. http://dx.doi.org/10.32782/2708-0366/2023.18.33.
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The object of the article is marketing tools used in the strategic management of a modern organization. The purpose of the research is to analyze the key directions of their development, and the objectives are to identify the main types of marketing tools in strategic management and to consider the possibilities of their application. The article considers trends in the field of marketing for companies, among which the main ones are the development of effective ways to satisfy customers, the formation of their loyalty to the brand, the ability to build clear competitive strategies; the concept of customer orientation and its role for a trade organization is given, as well as examples from foreign practice and the world’s leading developments in the field of artificial intelligence. The article is also aimed at contributing to the definition of the Concept of Sustainable Development and its implementation. This concept is widely used by many modern companies and occupies a central place in the programs of state and non-governmental organizations, as well as enterprises around the world. But the scientific literature in the field of marketing and sustainable development still lacks a detailed and complete explanation of it. The author used such research methods as observation, systematization and generalization of the collected theoretical material, including foreign practice and the world’s leading developments in this field. Marketing with its great knowledge and information informs clients and introduces new ideas that can significantly help expand the development of ideas. Emphasis on social and environmental problems can be given to respect for the skin-related process.
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Xu, Chen. "Analyzing the Challenges of Traditional Marketing Concepts of Mengniu Groups in The Internet Era." BCP Business & Management 38 (March 2, 2023): 950–55. http://dx.doi.org/10.54691/bcpbm.v38i.3801.
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With the development of the Internet, the number of Internet users in China is also increasing. People are paying more and more attention to the Internet has led to a massive change in the consumption pattern of customers in recent years. It is often said that "food is the key to success." However, in this era of the Internet, many food companies are still using traditional offline marketing, which makes many quality food companies gradually fade out of people's view in order to help some traditional food companies out of the dilemma. This paper stood in the perspective of marketing strategy, using the case study method on the Mengniu Group, a classic food enterprise case from the marketing concept and management strategy analysis. It is concluded that the traditional marketing concepts and management strategies of old food enterprises are outdated and lack precise brand positioning, perfect service management awareness, and a lack of global view and market insight during marketing management. In response to the above problems, the old food companies should insist on product innovation, update their marketing concepts and management strategies, and use online marketing tools reasonably.
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Mohylova, A., and V. Shcherban. "Internet technology in travel company management." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 4(75) (December 27, 2019): 100–106. http://dx.doi.org/10.26906/eir.2019.4(75).1856.
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The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.
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Mohylova, A., and V. Shcherban. "Internet technology in travel company management." Економіка і регіон/ Economics and region, no. 4(75) (December 27, 2019): 100–106. https://doi.org/10.26906/eip.2019.4(75).1856.
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The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.
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Spencer-Cooke, Ben. "A Level-Three Evaluation of Five Marketing Classes." Canadian Journal of Program Evaluation 10, no. 1 (1995): 163–71. http://dx.doi.org/10.3138/cjpe.010.013.
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Abstract: This study reflects the movement in American business toward measurement of education’s impact on business practice. The evaluation measured the extent to which concepts taught in five marketing classes were put into practice, and determined concept implementation factors. Both quantitative and qualitative data were gathered. Using a t-test to compare pre- and post-class scores, the author found that 16% of the behaviors had a significantly changed score. Though modest, the findings suggest a real transfer of learning to the workplace after only limited exposure to concepts. Overall, graduates were more likely to clearly identify research questions, determine the potential usefulness and timeliness of research data, get management buy-in, and select more appropriate methodologies. Factors that affected implementation include resources, management support, clear objectives, and openness to new ideas. Prescriptive implications include reinforcing concepts and, more importantly, educating management about the importance/impact of using appropriate marketing techniques.
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Voyer, Benjamin G. "What can healthcare managers learn from marketing managers? Marketing theory concepts with implications for healthcare." British Journal of Healthcare Management 28, no. 7 (2022): 185–89. http://dx.doi.org/10.12968/bjhc.2021.0109.
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Healthcare managers are increasingly relying on advances in management science to improve service organisation, operations and delivery, with the aim of better serving patients. Acknowledging the unique and specific nature of healthcare, and the associated constraints, this article argues that healthcare managers can learn from recent developments in the field of marketing in order to better understand and serve patients. Theories and concepts in the service marketing and consumer behaviour literature emphasise the need to take the perspective of consumers and co-construct meaningful experiences with them. In addition, marketing theories and concepts such as service-dominant logic, the ‘jobs-to-be-done’ approach and the duality of mind carry implications both in terms of understanding how to interact with patients and how to approach healthcare management in the modern world. Adopting these principles in healthcare management practices can result in a better understanding of the patient journey throughout their healthcare experience.
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АЛИРОЕВА, З. Р., А. Э. ХАСУЕВ, and И. Ю. ДЗУЛАЕВА. "CORPORATE MARKETING MANAGEMENT IN REAL ESTATE." Экономика и предпринимательство, no. 9(158) (November 18, 2023): 1148–51. http://dx.doi.org/10.34925/eip.2023.158.09.222.
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Управление маркетингом предприятия является важным содержанием, связанным с реализацией бизнес-целей предприятия. Благодаря постоянным инновациям маркетинговых концепций и методов маркетинга сложность управления маркетингом предприятий недвижимости также постоянно возрастает. Учитывая сложную внутреннюю и внешнюю среду предприятий, большое практическое значение имеет изучение и совершенствование стратегий управления маркетингом предприятий недвижимости с учетом проблем, существующих в маркетинге предприятий недвижимости. В данной статье рассматриваются вопросы, связанные с маркетинговым управлением предприятий недвижимости. Enterprise marketing management is an important content related to the implementation of the enterprise's business goals. With the constant innovation of marketing concepts and marketing techniques, the complexity of marketing management for real estate businesses is also constantly increasing. Considering the complex internal and external environment of enterprises, it is of great practical importance to study and improve marketing management strategies for real estate enterprises, taking into account the problems that exist in the marketing of real estate enterprises. This article discusses issues related to the marketing management of real estate enterprises
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Shmagina, V. V. "INTERDISCIPLINARY TECHNOLOGIES OF THE THEORY AND PRACTICE OF MARKETING AND MANAGEMENT PSYCHOLOGY." Market economy: modern management theory and practice 22, no. 1(53) (2023): 139–52. http://dx.doi.org/10.18524/2413-9998.2023.1(53).288746.
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The article examines the presence of interdisciplinary technologies in the theory and practice of marketing and management psychology. It is substantiated that interdisciplinary technologies are used in practical activities using interdisciplinary theoretical knowledge at the intersection of sciences that have points of contact and are aimed at achieving common strategic goals. It is substantiated that the integration of theoretical knowledge and practical skills within the framework of marketing and management psychology comprehensively reveals the meaning of the same concepts, methods, tools, and allows to create modern interdisciplinary marketing technologies. The presence of interdisciplinary connections, which are based on an interdisciplinary approach and the complexity of knowledge from individual academic disciplines or elements of disciplines, and are actively used by various sciences that have a common interest in several directions, has been proven. This approach allows you to use various integrative theoretical approaches and practical methods in marketing and management psychology. It was found that the interdisciplinary connection between the theory and practice of marketing and management psychology is formed on the basis of management of traditional and modern concepts: strategic marketing, marketing, emotional marketing, management psychology, management of interaction with consumers, branding, marketing - MIX, company promotion and of the product to consumer markets. It is substantiated that in all modern marketing functions there are interdisciplinary connections of marketing and management psychology. It has been proven that modern marketing in practice actively uses technologies based on interdisciplinary connections and interdisciplinary approaches from marketing and management psychology, which is reflected in emotional marketing. The concept of business and marketing technologies is considered. It is proposed to introduce the concept of interdisciplinary technologies and the concept of marketing interdisciplinary technologies, which are based on interdisciplinary technologies, marketing and management psychology.
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LITVINENKO, I. L. "ROCESSES OF MODERN EDUCATIONAL MANAGEMENT AND MARKETING." Scientific Notes of Orel State University 98, no. 1 (2023): 255–58. http://dx.doi.org/10.33979/1998-2720-2023-98-1-255-258.
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The relevance of the research is determined by the challenges of modern society, the needs for highly qualified specialists trained by the higher education system, and the lag in the level of organization of educational management and marketing in higher education from the requirements of innovative processes in the field of higher education. This article examines the works that formed the theoretical and methodological basis of this study, defines the essence of the concepts of «educational management» and «educational marketing», «principles of innovative education», «innovative educational management», «innovative educational marketing», defines the objectives and expected results of the study.
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Al Badi, Khalid. "Implementation of marketing concept and organizational culture in SMEs in Al Buraimi – Oman." Benchmarking: An International Journal 26, no. 7 (2019): 2401–14. http://dx.doi.org/10.1108/bij-05-2018-0136.
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Purpose The purpose of this paper is to contribute to the understanding of relationship between implementation process of marketing concepts and the culture at the small- to medium-sized enterprise (SME) level of the Omani economy. The marketing culture and behavior provide a comprehensive insight into the implementation process of marketing concepts in SME sector in Oman. This paper seeks to explore the marketing culture of the firm’s members and to what extent they can support or create barriers to the successful implementation of the marketing concept in Al Buraimi region – Oman. Design/methodology/approach A quantitative approach was used to explore the impact of organizational culture on the implementation of marketing concepts on SMEs; to achieve the objective of this study, the paper based on a sample of 240 of SME sector in Al Buraimi. Simple Random Sampling was used for the sample distribution. The IBM analysis program Statistical Package for Social Sciences was used to process the data sets. Findings The findings of this study support the argument about the positive relationship between the implementation of marketing concepts and organizational culture. In the Omani context, organizational culture is related to the whole society’s culture, which has changed over recent years due to changes in lifestyle and consumer behavior. All of this affects the SME sector and its ability to create new ideas for the marketing process. Originality/value The paper finds that there is a logic and structure to the culture and the implementation process of marketing concepts. It helps to identify the impact of the culture of the SME on the implementation of marketing in the SME sector on the Omani economy in light of the new orientation on the part of decision makers in terms of increasing the importance of non-oil activities.
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von Hippel, Eric. "Lead Users: A Source of Novel Product Concepts." Management Science 32, no. 7 (1986): 791–805. http://dx.doi.org/10.1287/mnsc.32.7.791.
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Accurate marketing research depends on accurate user judgments regarding their needs. However, for very novel products or in product categories characterized by rapid change—such as “high technology” products—most potential users will not have the real-world experience needed to problem solve and provide accurate data to inquiring market researchers. In this paper I explore the problem and propose a solution: Marketing research analyses which focus on what I term the “lead users” of a product or process. Lead users are users whose present strong needs will become general in a marketplace months or years in the future. Since lead users are familiar with conditions which lie in the future for most others, they can serve as a need-forecasting laboratory for marketing research. Moreover, since lead users often attempt to fill the need they experience, they can provide new product concept and design data as well. In this paper I explore how lead users can be systematically identified, and how lead user perceptions and preferences can be incorporated into industrial and consumer marketing research analyses of emerging needs for new products, processes and services.
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Wibowo, Amin. "Mengurai Divergensi Konsep Pemasaran Melalui Perkembangan Implementasi." Kajian Bisnis STIE Widya Wiwaha 23, no. 2 (2017): 162–71. http://dx.doi.org/10.32477/jkb.v23i2.212.
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Among the divergence of marketing concepts there are kinds of similarity among them in many aspects : (1) the basic assumptions in defining marketing and marketing management, almost all scholars agree that terms of consumer becomes starting point in defining marketing concept. The substantive differences among the concepts accured in focusing to customers. For instance, Benneth and Cooper placed the focus on customers with minimal proportions because of their paradigm and experiences. (2) Market oriented and customer oriented have similarity in substantive manner, but in industrial marketing, the proportion of attention toward customers is very limited. Meanwhile, marketing scholars view totally to customers oriented. (3) Industrial marketing concern on institutionalized customer (or market oriented) that is not limited on marketing division, but covers top management responsibility in implementing business strategy and strategic planning. (4) in the context of marketing concept, Huston’s ideas about marketing concept is make sense whenever marketing is the behaviors that creates exchange between buyer and seller. Exchange is not in “one shot” activity.
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Leśniewski, Michał Adam, Paweł Dziekański, and Jan Puchała. "MULTI-LEVEL MARKETING OF ENTERPRISES – THE WORLD AND POLAND. THEORETICAL PERSPECTIVE." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 25(53) (2022): 12–17. http://dx.doi.org/10.25264/2311-5149-2022-25(53)-12-17.
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The development of marketing activities of enterprises is manifested in numerous concepts that enable them to gain and maintain a competitive advantage on the market. One of such concepts is multi-level marketing, which is a form of goods distribution, i.e. reaching the customer directly in order to sell products / services to him. An important element of multi-level marketing is that it avoids the classic forms of distribution in the form of wholesalers, shops or salesmen. The aim of the study is to present the importance of multi-level marketing in enterprise management in a market economy. The study is based on a study of the literature of the subject enriching the achievements of management and quality sciences.
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Ding, Chunguang. "Marketing Innovation and Management Reform Driven by Emerging Technologies." Scientific and Social Research 4, no. 2 (2022): 1–19. http://dx.doi.org/10.26689/ssr.v4i2.3616.
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The first part of this paper defines the concepts of marketing innovation and management reform, the four fulcrums of marketing innovation, as well as the necessity and modes of management reform. The second part summarizes the theoretical basis of this paper, and the third part analyzes the marketing environment of educational products under the background of the internet. Following that, the paper then discusses the problems existing in the marketing of education enterprise under the background of the new era, along with the countermeasures of enterprise marketing and management optimization. The last part of this paper is a summary of the content of the whole article.
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Lyshenko, Margarita, and Natalia Makarenko. "Theoretical founda-tions of the marketing concept of management and formation of a strategy for the development of the enterprise under conditions of sustainabi-lity." Ukrainian Journal of Applied Economics and Technology 8, no. 1 (2023): 33–40. http://dx.doi.org/10.36887/2415-8453-2023-1-5.
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The article examined the essence of the marketing concept of enterprise development management, studied the theoretical and methodological approaches to the formation of the marketing concept of enterprise development management, investigated the types of marketing concepts of enterprise development, and also analyzed the marketing tools used in the improvement of enterprise development management. It was established that the marketing activity of the enterprise should contribute to the acquisition of competitive advantages in conditions of instability and variability of the external environment. Therefore, undoubtedly, the effectiveness and efficiency of the development of the enterprise depends on the results of the marketing activity, which becomes one of the elements of the enterprise management system. During the research, the author characterized the concentration of agricultural crop market participants and presented the characteristics of their marketing concept. The role and place of the marketing concept in the management system is considered, and the principles of its application at enterprises are established. The peculiarities of the formation of the marketing concept of enterprise development management in modern conditions are considered. The interrelated components of the marketing concept of the enterprise development management process are defined. And based on the improvement of the management system, marketing concepts of the development of enterprises were formed, which are determined by many reasons; the goals of managing the marketing activities of the enterprise and its principles, structure and other elements of the marketing concept are reflected. The stages of the efficiency of functioning and development of the enterprise when using the marketing concept of management are defined. The elements of the marketing concept of business development management and the factors influencing marketing strategies of business development management are also presented. The purpose of the article is a theoretical study of the essence, meaning and features of the marketing concept of enterprise development management and a generalization of scientific and practical proposals for improving the efficiency of the enterprise. The solution to the scientific problem arises in the study and generalization of the theoretical foundations and methodological approaches of researching the marketing concept of enterprise development management. Keywords: marketing concept, management, development, marketing potential, marketing strategy.
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AMARAL, Sueli Angélica do. "Users, information consumers, and information service agencies from the marketing perspective." Transinformação 29, no. 1 (2017): 27–38. http://dx.doi.org/10.1590/2318-08892017000100004.
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Abstract Marketing perspective in the provision of information services involves information providers, information users, and the context of the information environment. It values the business approach to information service provision for society development and increases the visibility of the breadth and comprehensiveness of Information Science application and usage. The objective of this article is to address concepts related to the marketing perspective in the management of these services with emphasis on the information business and market. The theoretical discussion was based on a literature review on the management of information services from the marketing perspective in the context of information science focusing on the studies carried out by Information Marketing Research Group members and on national and international research on this topic, including classic marketing studies. The present study discusses the actions arising from this perspective of management in information service agencies. It was concluded that the theoretical discussion of the concepts related to the marketing perspective contributed to broaden the understanding of users as information consumers, as well as the theoretical principles of marketing that are related to this approach to the management of information service provision.
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Desai, Darshan. "Role of Relationship Management and Value Co-Creation in Social Marketing." Social Marketing Quarterly 15, no. 4 (2009): 112–25. http://dx.doi.org/10.1080/15245000903304619.
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This article addresses deep-seated problems in applying traditional relationship marketing and customer relationship management concepts in the context of social marketing. Further, it points out the recent changes in interactive technologies, culture, lifestyle, and the marketing logic and discusses the “makeover” of the concept and practices of the customer relationship management. It describes how the revised logic of marketing is more accommodative of social marketing and how the new avatar of customer relationship management 2.0 is more relevant for social marketers. It explains how the concepts and practices of customer relationship management 2.0, which are rooted in service logic, can be applied in the context of social marketing to co-create value. It explores the role of social marketers and their customers as active relationship partners and describes their interactions as a locus of value co-creations. Through these interactions, customers engage with social marketers to co-create different aspects of the market offerings, and social marketers engage in customers' value-generating processes to co-create better value-in-use. The key building blocks described in the article enable the value co-creations. The article concludes with implications in terms of how social marketers can use these insights to make the world a better place.
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Skyba, T. V. "FEATURES OF NOOMARKETING AS AN INNOVATIVE CONCEPT OF SMART MARKETING." Herald of Kiev Institute of Business and Technology 40, no. 2 (2019): 85–88. http://dx.doi.org/10.37203/kibit.2019.40.20.
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In the article approaches to definition of marketing are analyzed, the evolution of his concepts are investigated, the tendencies of contemporary developments of marketing management are defined, the importance of marketing in in a market economy is grounded.
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Alyoshina, I. V. "Globalisation as a factor of marketing concepts’ evolution." UPRAVLENIE / MANAGEMENT (Russia) 10, no. 1 (2022): 85–100. http://dx.doi.org/10.26425/2309-3633-2022-10-1-85-100.
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The research aims to reveal the logic of the marketing concepts’ evolution in the context of globalization processes of the XX–XXI centuries in order to identify the emerging marketing paradigm, meaningful for Russian realities. The globalization of markets, the economy and public life is interpreted as an objective reality determined by scientific and technological progress. The sequence of four stages in the development of economic globalization has been presented and characterised. Marketing concepts’ evolution of American companies, traditional leaders of world markets, is viewed in the process of unfolding of four-stage evolution of globalization during the last century, determined by a series of industrial revolutions. In the context of the globalization processes development, a comparative description of seven marketing concepts has been given – from improving production to holistic marketing. The sequence of changes of marketing dominants in the Russian Federation since the beginning of market economy development in the 1990s has been presented, – from marketing of import to import-substitution marketing and export-oriented marketing. The research is based on the analysis of sources with overlapping themes of globalisation and marketing, including the field of global value networks. The convergence of these areas of knowledge in the process of globalization and of digital markets’ expansion has been noted. The features of the marketing paradigm in the age of digital globalization and its significance for the Russian business global positioning and for its business models’ global platformisation have been determined. The conclusion has been made about the importance of the holistic marketing concept for solving the problems of digitalisation of the economy and digital management transformation in the Russian Federation.
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Tambari, Barisitom, Ali Ashaal Ahmad, and Benjamin Musa Bweseh. "STRATEGIC MANAGEMENT ACCOUNTING: IT'S RELEVANCE IN MARKETING MANAGEMENT IN NIGERIA." SGI-JOURNAL OF SOCIAL SCIENCE AND HUMANITIES 7, no. 4 (2021): 77–86. https://doi.org/10.5281/zenodo.5116818.
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Strategic management accounting has an important role to play in providing information about the major sources of competitive advantage of an enterprise. In increasingly dynamic environments the provision of strategically relevant information is of paramount importance for the formulation and execution of business strategies. Management control systems together with traditional management accounting represent a starting point for the development of modern management accounting concepts. There is a need to look for methods and techniques which can lead to better relationship between strategy and operational effectiveness. Externally focused on the market, strategic management accounting integrates insights from management accounting and marketing within a strategic management framework. This article outlines a broad role of marketing activities in management accounting as they can influence the relative strategic position and thereby help to evaluate business performance of customers, suppliers and competitors.
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Jacobs, Everett M. "The Influence of Western Concepts on Russian Marketing Theory." British Journal of Management 12, no. 2 (2001): 149–57. http://dx.doi.org/10.1111/1467-8551.00191.
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Robin, Donald P., and R. Eric Reidenbach. "Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application." Journal of Marketing 51, no. 1 (1987): 44–58. http://dx.doi.org/10.1177/002224298705100104.
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The authors review the concepts of social responsibility and business ethics as well as some of the reasons why their adoption by marketing practitioners has been somewhat limited. An approach is developed to integrate these concepts into the strategic marketing planning process.
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Lin, Tongfei, and Qiansha Zhang. "Marketing Path of Enterprise Brand Management Under the New Economic Situation." Proceedings of Business and Economic Studies 6, no. 2 (2023): 33–38. http://dx.doi.org/10.26689/pbes.v6i2.4883.
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Under the new economic situation, the previous marketing concept of “good wine needs no bush” is now applicable to the operation and development of modern enterprises. Therefore, enterprises must actively innovate marketing concepts and pay adequate attention to brand management. Only in this way can enterprises develop sustainably in a highly competitive market environment. We explore and analyze the significance and existing problems of enterprise brand management marketing under the new economic situation and put forward a marketing path in hope that this research will contribute to the development of enterprises.
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Paddison, Ronan. "The introduction of strategic marketing concepts and planning into urban management." Cities 8, no. 3 (1991): 245–46. http://dx.doi.org/10.1016/0264-2751(91)90064-x.
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Korabayev, K. "MODERN MARKETING CONCEPT OF ALTERNATIVE ENERGY MANAGEMENT." Norwegian Journal of development of the International Science, no. 113 (July 26, 2023): 24–29. https://doi.org/10.5281/zenodo.8195470.
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<strong>Abstract</strong> The article examines all the factors, both positive and negative, that have an impact on the development of modern energy. The natural factor is considered as one of the most important factors. Depletion of natural resources and global climate change pose a real threat to the development of the modern energy industry. The experience of the world community in solving problems related to climate change, implementing measures to reduce greenhouse gas emissions, developing policy measures to improve energy efficiency and energy conservation, as well as the use of alternative energy sources is analyzed. The methodological basis of the research is a complex system of scientific methods, including methods of statistical analysis, observation, comparison. Historical-logical, analytical and system methods were used in the analysis of problems in the energy industry and in the formulation of conclusions. The marketing concepts which were developed earlier did not sufficiently take into account the importance of replenishing the natural resources consumed by society with alternative fuel resources. In this regard, there was a need to develop a new marketing concept that would take into account not only the interests of individual consumers and society as a whole, but also actively orient entrepreneurs to develop innovative technologies for the production and sale of alternative fuel and energy resources. The article proposes an expanded concept of socio-ethical marketing – the concept of environmental resource marketing, which consists of conducting business activities in order to meet the needs of both individual consumers and society as a whole in environmentally friendly energy products in conditions of severe shortage of traditional fuel and energy resources and the need to replenish them with alternative ones. <strong>Аннотация</strong> В статье рассматриваются все факторы, как положительные, так и отрицательные, которые оказывают воздействие на развитие современной энергетики. В качестве одного из важнейших факторов рассматривается природный фактор. Истощение запасов природных ископаемых, глобальное изменение климата создают реальную угрозу развитию современной энергетической отрасли. Анализируется опыт мирового сообщества в решении проблем, связанных с изменением климата, в реализации мер по уменьшению объема выбросов парниковых газов, разработке политических мероприятий по повышению энергоэффективности и энергосбережению, а также в использовании альтернативных источников энергии. Методологической основой исследования является комплексная система научных методов, в том числе методы статистического анализа, наблюдения, сравнения. При анализе проблем в отрасли энергетики и формулировании выводов были использованы историко-логический, аналитический и системный методы. Разработанные ранее концепции маркетинга недостаточно учитывали важность восполнения потребляемых обществом природных ресурсов альтернативными топливными ресурсами. В связи с этим встала необходимость разработки новой концепции маркетинга, которая учитывала бы не только интересы отдельных потребителей и общества в целом, но и активно ориентировала предпринимателей разрабатывать инновационные технологии производства и реализации альтернативных топливно-энергетических ресурсов. В статье предлагается расширенная концепция социально-этичного маркетинга – концепция эколого-ресурсного маркетинга, которая заключается в ведении предпринимательской деятельности с целью удовлетворения потребностей как отдельных потребителей, так и общества в целом в экологически чистой энергопродукции в условиях жесточайшего дефицита традиционных топливно-энергетических ресурсов и необходимости восполнения их альтернативными.
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Dey, Ms Sangita, and Rudra Prasad Ghosh. "Improvement of CRM through Database Marketing." International Journal for Research in Applied Science and Engineering Technology 11, no. 4 (2023): 841–43. http://dx.doi.org/10.22214/ijraset.2023.50206.
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Abstract: CRM marketing and database marketing are the most recent marketing concepts; however they serve different purposes. Each are distinct in their own fields, with benefits and disadvantages. Database marketing is classic (1970), but CRM was created in 1990 and cannot function without the assistance of a database. CRM marketing services include sales force automation, marketing automation, contact center automation, workflow automation, lead management, and human resource management among others. Database marketing is a sort of direct marketing in which a company's client databases are utilized to create customized email lists for marketing campaigns, a practice known as customer segmentation. A customer data platform (CDP) can assist in the consolidation of customer data from many sources such as CRM systems, ERP systems, e-commerce systems, and legacy systems into a single golden record of the customer. The key advantages of this marketing include the ability to identify and segment client groups, the ability to provide appropriate content and customize the consumer experience, increased marketing efficiency, and effective customer loyalty programmed. This research paper will explain the distinction between these two marketing concepts and how one is dependent on the other and how database helps CRM to run