( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

Impact Factor* - 6.2311


**Need Help in Content editing, Data Analysis.

Research Gateway

Adv For Editing Content

   No of Download : 99    Submit Your Rating     Cite This   Download        Certificate

ANALYSIS OF MARKETING ENVIRONMENT

    1 Author(s):  PARDEEP

Vol -  9, Issue- 4 ,         Page(s) : 277 - 283  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The main objective of this paper is to define the benefits of relationship of various components of marketing environment for attaining competitive advantage in market. The term „market‟ originates from the Latin noun „Marcatus‟ which means „a place where the buyers and sellers personally interact and finalize deals. However, it is not merely a place of exchange but an arrangement that provides an opportunity of exchanging goods and services for money. Philip Kotler has defined the term market as “an area for potential exchanges. The responsibility for identifying significant changes in the macro-environment falls on company’s marketers. The marketing manger’s major task is that of trend trackers and opportunity seekers. Here, in this paper, we have define the importance of environment analysis in marketing.

[1] Philip Kotler (1999), Kotler on Marketing New York: Free Press.
 [2] Bonoma, Thomas V., The Marketing Edge: Making Strategies Work, Free Press, New York, 1985.
[3] Davenport, Thomas H. and Jeanne G. Harris (2007), Competing on Analytics: The New Science of Winning. Boston: Harvard Business School Press.
 [4] Buell, Victor P., Marketing Management in Action, McGraw-Hill Book Company, new York,1966.
 [5] T Culliton, James W (1948). The Management of Marketing Costs, Boston: Division of Research, Graduate School of Business Administration, Harvard University.
[6] Harper W. Boyd Jr., and Sidney Levy (1963),” New Dimensions in Consumer      Analysis,” Harvard Business Review, pp.129-140.
 [7] Theodore Levitt (1969), The Marketing Mode, New York: McGraw-Hill, p.2.
 [8] Gerard J. Tellis (2006)., “Modeling Marketing Mix,” in Handbook of Marketing Research, ed. Rajiv Grover and Marco Vriens ,Thousand Oaks, CA: Sage Publications.
 [9] Robert Shaw and David Merrick (2005), Marketing Payback: Is Your Marketing Profitable (London), FT Prentice Hall.

*Contents are provided by Authors of articles. Please contact us if you having any query.






Bank Details