we explored the different types of markets and the process of dividing those markets into small portions called market segments. In this chapter we examine a few basic concepts related to buying behavior. We use the term “a few” because in marketing, more has been written about buying behavior than in any other area. Why […]

Interactive marketing is defined as the “process of being able to deal with customers by creating individual relationship, managing market size of one and addressing each in terms of its stage of development” (Blattberg et al., 1991). It has always been the dream of marketers to be able to establish a dialogue with each consumer […]

  The marketing concept can be thought of as having four parts as follows:   Part I – Understand and meet customers needs, said another way, provide satisfying products and services to your target customers Part II – Meet organizational goals – this is applicable for both for-profit and not-for-profit organizations. For-profit organizations should have […]