Marketing does not take place in isolation; in fact, it remains in a constant dialogue with the micro and macro environment. The former consists of the company itself, customers, suppliers, marketing channels and competitors. …
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On the cultural side, the era of library and paper books is quickly fading away. People today live busier lives and believe that they have too much to catch up on. Therefore, the “gadget culture” is prevailing where people conduct almost all their operations and duties with their cell phones, laptops, tablet devices and others. From booking an airline ticket to sending a birthday card, from shopping for grocery to ordering a pizza, from reading the newspaper to watching movies, everything is now happening online. This online or e-book mindset will further support such companies. The economic environment, which can be characterized by economic recession and its continued impacts, is dampening the sales of books.
The statistics for the first half of the year 2011 reveal that book sales and volume have been decreasing even the export of books from UK is also on decline. In the midst of this recession, the digital book sales are growing at an exponential rate. To be exact, the growth for the first half of the 2011 for digital book sales was over 37 percent compared to first half of 2010. The total size of the digital market now stands at 180 million pounds which now represents over 7 percent of the total book sales (digital and physical combined) in the UK. Another important development for Waterstones in the political-legal front is the fact that the government seems enthusiastic and determined to stop any online piracy.
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A marketing concept embraces the philosophy that good marketing strategy always has the needs and wants of the target market in mind. Marketing concepts are formed as creative approaches to the problem of how to get a product needed and desired by a group of consumers to be selected and purchased by this group.
The Marketing Teacher (2000) cited Barwell to expound on the term by indicating that “the marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires” (Marketing Teacher, par.
Hence marketing becomes one of the most crucial aspects of a business. Kotler et al (2007:7) has defined market as ‘a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others’.
The guerilla marketing campaign of the T-Mobile company was run for five consecutive months by sponsoring near to 25 events in the local festivals, state, and county fairs. T-Mobile has very well comprehended the importance of such marketing initiatives for the company’s success by activating 5,000 new accounts at such events and organizing more than 26,000 “Mobile Makeovers” (Chipps 1).
This is because the objectives of the issues involved can have resemblance. Whether large or small, most marketers if not all, always struggle to meet customer requirements and at the same time meeting their own commercial and marketing objectives. The marketing planning process needs the harmonization of open- based decisions at the peak of the commercial level with more closely distinct actions at the bottom.
It is in this reason that the proponent of this paper tries to gather information about the basic concept of marketing and the probable impacts of internet on the dominant logic of marketing. Considering that the traditional-based marketing has