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[o]" accesskey="o"><span class="vector-icon mw-ui-icon-logIn mw-ui-icon-wikimedia-logIn"></span> <span>Log in</span></a></li> </ul> </div> </div> <div id="p-user-menu-anon-editor" class="vector-menu mw-portlet mw-portlet-user-menu-anon-editor" > <div class="vector-menu-heading"> Pages for logged out editors <a href="/wiki/Help:Introduction" aria-label="Learn more about editing"><span>learn more</span></a> </div> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li id="pt-anoncontribs" class="mw-list-item"><a href="/wiki/Special:MyContributions" title="A list of edits made from this IP address [y]" accesskey="y"><span>Contributions</span></a></li><li id="pt-anontalk" class="mw-list-item"><a href="/wiki/Special:MyTalk" title="Discussion about edits from this IP address [n]" accesskey="n"><span>Talk</span></a></li> </ul> </div> </div> </div> </div> </nav> </div> </header> </div> <div class="mw-page-container"> <div class="mw-page-container-inner"> <div class="vector-sitenotice-container"> <div id="siteNotice"></div> </div> <div class="vector-column-start"> <div class="vector-main-menu-container"> <div id="mw-navigation"> <nav id="mw-panel" class="vector-main-menu-landmark" aria-label="Site"> <div id="vector-main-menu-pinned-container" class="vector-pinned-container"> </div> </nav> </div> </div> <div class="vector-sticky-pinned-container"> <nav id="mw-panel-toc" aria-label="Contents" data-event-name="ui.sidebar-toc" class="mw-table-of-contents-container vector-toc-landmark"> <div id="vector-toc-pinned-container" class="vector-pinned-container"> <div id="vector-toc" class="vector-toc vector-pinnable-element"> <div class="vector-pinnable-header vector-toc-pinnable-header vector-pinnable-header-pinned" data-feature-name="toc-pinned" data-pinnable-element-id="vector-toc" > <h2 class="vector-pinnable-header-label">Contents</h2> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-pin-button" data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-Definition" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Definition"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>Definition</span> </div> </a> <ul id="toc-Definition-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Concept" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Concept"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Concept</span> </div> </a> <ul id="toc-Concept-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-B2B_and_B2C_marketing" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#B2B_and_B2C_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>B2B and B2C marketing</span> </div> </a> <button aria-controls="toc-B2B_and_B2C_marketing-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle B2B and B2C marketing subsection</span> </button> <ul id="toc-B2B_and_B2C_marketing-sublist" class="vector-toc-list"> <li id="toc-B2B_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#B2B_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>B2B marketing</span> </div> </a> <ul id="toc-B2B_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-B2C_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#B2C_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>B2C marketing</span> </div> </a> <ul id="toc-B2C_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-C2B_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#C2B_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>C2B marketing</span> </div> </a> <ul id="toc-C2B_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-C2C_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#C2C_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.4</span> <span>C2C marketing</span> </div> </a> <ul id="toc-C2C_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Differences_in_B2B_and_B2C_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Differences_in_B2B_and_B2C_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.5</span> <span>Differences in B2B and B2C marketing</span> </div> </a> <ul id="toc-Differences_in_B2B_and_B2C_marketing-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Marketing_management_orientations" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Marketing_management_orientations"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Marketing management orientations</span> </div> </a> <ul id="toc-Marketing_management_orientations-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-The_marketing_mix" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#The_marketing_mix"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>The marketing mix</span> </div> </a> <button aria-controls="toc-The_marketing_mix-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle The marketing mix subsection</span> </button> <ul id="toc-The_marketing_mix-sublist" class="vector-toc-list"> <li id="toc-The_4Ps" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#The_4Ps"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1</span> <span>The 4Ps</span> </div> </a> <ul id="toc-The_4Ps-sublist" class="vector-toc-list"> <li id="toc-Outline" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Outline"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1.1</span> <span>Outline</span> </div> </a> <ul id="toc-Outline-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Criticisms" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Criticisms"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1.2</span> <span>Criticisms</span> </div> </a> <ul id="toc-Criticisms-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Modifications_and_extensions" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Modifications_and_extensions"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.1.3</span> <span>Modifications and extensions</span> </div> </a> <ul id="toc-Modifications_and_extensions-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-The_4Cs" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#The_4Cs"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.2</span> <span>The 4Cs</span> </div> </a> <ul id="toc-The_4Cs-sublist" class="vector-toc-list"> <li id="toc-Outline_2" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Outline_2"> <div class="vector-toc-text"> <span class="vector-toc-numb">5.2.1</span> <span>Outline</span> </div> </a> <ul id="toc-Outline_2-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> </ul> </li> <li id="toc-Environment" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Environment"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Environment</span> </div> </a> <ul id="toc-Environment-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Research" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Research"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>Research</span> </div> </a> <ul id="toc-Research-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Segmentation" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Segmentation"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>Segmentation</span> </div> </a> <ul id="toc-Segmentation-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Promotional_mix" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Promotional_mix"> <div class="vector-toc-text"> <span class="vector-toc-numb">9</span> <span>Promotional mix</span> </div> </a> <ul id="toc-Promotional_mix-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Marketing_plan" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Marketing_plan"> <div class="vector-toc-text"> <span class="vector-toc-numb">10</span> <span>Marketing plan</span> </div> </a> <ul id="toc-Marketing_plan-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Product_life_cycle" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Product_life_cycle"> <div class="vector-toc-text"> <span class="vector-toc-numb">11</span> <span>Product life cycle</span> </div> </a> <ul id="toc-Product_life_cycle-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">12</span> <span>See also</span> </div> </a> <button aria-controls="toc-See_also-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle See also subsection</span> </button> <ul id="toc-See_also-sublist" class="vector-toc-list"> <li id="toc-Types_of_marketing" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Types_of_marketing"> <div class="vector-toc-text"> <span class="vector-toc-numb">12.1</span> <span>Types of marketing</span> </div> </a> <ul id="toc-Types_of_marketing-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Marketing_orientations_or_philosophies" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Marketing_orientations_or_philosophies"> <div class="vector-toc-text"> <span class="vector-toc-numb">12.2</span> <span>Marketing orientations or philosophies</span> </div> </a> <ul id="toc-Marketing_orientations_or_philosophies-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">13</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Bibliography" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#Bibliography"> <div class="vector-toc-text"> <span class="vector-toc-numb">14</span> <span>Bibliography</span> </div> </a> <ul id="toc-Bibliography-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_links" class="vector-toc-list-item vector-toc-level-1"> <a class="vector-toc-link" href="#External_links"> <div class="vector-toc-text"> <span class="vector-toc-numb">15</span> <span>External links</span> </div> </a> <ul id="toc-External_links-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" title="Table of Contents" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" ><span class="vector-icon mw-ui-icon-listBullet mw-ui-icon-wikimedia-listBullet"></span> <span class="vector-dropdown-label-text">Toggle the table of contents</span> </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading"><span class="mw-page-title-main">Marketing</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 98 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-98" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">98 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-af mw-list-item"><a href="https://af.wikipedia.org/wiki/Bemarking" title="Bemarking – Afrikaans" lang="af" hreflang="af" data-title="Bemarking" data-language-autonym="Afrikaans" data-language-local-name="Afrikaans" class="interlanguage-link-target"><span>Afrikaans</span></a></li><li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D8%AA%D8%B3%D9%88%D9%8A%D9%82" title="تسويق – Arabic" lang="ar" hreflang="ar" data-title="تسويق" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-an mw-list-item"><a href="https://an.wikipedia.org/wiki/Mercatotecnia" title="Mercatotecnia – Aragonese" lang="an" hreflang="an" data-title="Mercatotecnia" data-language-autonym="Aragonés" data-language-local-name="Aragonese" class="interlanguage-link-target"><span>Aragonés</span></a></li><li class="interlanguage-link interwiki-ast mw-list-item"><a href="https://ast.wikipedia.org/wiki/Marketing" title="Marketing – Asturian" lang="ast" hreflang="ast" data-title="Marketing" data-language-autonym="Asturianu" data-language-local-name="Asturian" class="interlanguage-link-target"><span>Asturianu</span></a></li><li class="interlanguage-link interwiki-az mw-list-item"><a href="https://az.wikipedia.org/wiki/Marketinq" title="Marketinq – Azerbaijani" lang="az" hreflang="az" data-title="Marketinq" data-language-autonym="Azərbaycanca" data-language-local-name="Azerbaijani" class="interlanguage-link-target"><span>Azərbaycanca</span></a></li><li class="interlanguage-link interwiki-bn mw-list-item"><a href="https://bn.wikipedia.org/wiki/%E0%A6%AC%E0%A6%BF%E0%A6%AA%E0%A6%A3%E0%A6%A8" title="বিপণন – Bangla" lang="bn" hreflang="bn" data-title="বিপণন" data-language-autonym="বাংলা" data-language-local-name="Bangla" class="interlanguage-link-target"><span>বাংলা</span></a></li><li class="interlanguage-link interwiki-zh-min-nan mw-list-item"><a href="https://zh-min-nan.wikipedia.org/wiki/H%C3%AAng-siau" title="Hêng-siau – Minnan" lang="nan" hreflang="nan" data-title="Hêng-siau" data-language-autonym="閩南語 / Bân-lâm-gú" data-language-local-name="Minnan" class="interlanguage-link-target"><span>閩南語 / Bân-lâm-gú</span></a></li><li class="interlanguage-link interwiki-be mw-list-item"><a href="https://be.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D1%8B%D0%BD%D0%B3" title="Маркетынг – Belarusian" lang="be" hreflang="be" data-title="Маркетынг" data-language-autonym="Беларуская" data-language-local-name="Belarusian" class="interlanguage-link-target"><span>Беларуская</span></a></li><li class="interlanguage-link interwiki-be-x-old mw-list-item"><a href="https://be-tarask.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D1%8B%D0%BD%D0%B3" title="Маркетынг – Belarusian (Taraškievica orthography)" lang="be-tarask" hreflang="be-tarask" data-title="Маркетынг" data-language-autonym="Беларуская (тарашкевіца)" data-language-local-name="Belarusian (Taraškievica orthography)" class="interlanguage-link-target"><span>Беларуская (тарашкевіца)</span></a></li><li class="interlanguage-link interwiki-bh mw-list-item"><a href="https://bh.wikipedia.org/wiki/%E0%A4%AE%E0%A4%BE%E0%A4%B0%E0%A5%8D%E0%A4%95%E0%A5%87%E0%A4%9F%E0%A4%BF%E0%A4%82%E0%A4%97" title="मार्केटिंग – Bhojpuri" lang="bh" hreflang="bh" data-title="मार्केटिंग" data-language-autonym="भोजपुरी" data-language-local-name="Bhojpuri" class="interlanguage-link-target"><span>भोजपुरी</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Bulgarian" lang="bg" hreflang="bg" data-title="Маркетинг" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-bar mw-list-item"><a href="https://bar.wikipedia.org/wiki/Marketing" title="Marketing – Bavarian" lang="bar" hreflang="bar" data-title="Marketing" data-language-autonym="Boarisch" data-language-local-name="Bavarian" class="interlanguage-link-target"><span>Boarisch</span></a></li><li class="interlanguage-link interwiki-bs mw-list-item"><a href="https://bs.wikipedia.org/wiki/Marketing" title="Marketing – Bosnian" lang="bs" hreflang="bs" data-title="Marketing" data-language-autonym="Bosanski" data-language-local-name="Bosnian" class="interlanguage-link-target"><span>Bosanski</span></a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/M%C3%A0rqueting" title="Màrqueting – Catalan" lang="ca" hreflang="ca" data-title="Màrqueting" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Marketing" title="Marketing – Czech" lang="cs" hreflang="cs" data-title="Marketing" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-co mw-list-item"><a href="https://co.wikipedia.org/wiki/Marketing" title="Marketing – Corsican" lang="co" hreflang="co" data-title="Marketing" data-language-autonym="Corsu" data-language-local-name="Corsican" class="interlanguage-link-target"><span>Corsu</span></a></li><li class="interlanguage-link interwiki-cy mw-list-item"><a href="https://cy.wikipedia.org/wiki/Marchnata" title="Marchnata – Welsh" lang="cy" hreflang="cy" data-title="Marchnata" data-language-autonym="Cymraeg" data-language-local-name="Welsh" class="interlanguage-link-target"><span>Cymraeg</span></a></li><li class="interlanguage-link interwiki-da mw-list-item"><a href="https://da.wikipedia.org/wiki/Markedsf%C3%B8ring" title="Markedsføring – Danish" lang="da" hreflang="da" data-title="Markedsføring" data-language-autonym="Dansk" data-language-local-name="Danish" class="interlanguage-link-target"><span>Dansk</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Marketing" title="Marketing – German" lang="de" hreflang="de" data-title="Marketing" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-et mw-list-item"><a href="https://et.wikipedia.org/wiki/Turundus" title="Turundus – Estonian" lang="et" hreflang="et" data-title="Turundus" data-language-autonym="Eesti" data-language-local-name="Estonian" class="interlanguage-link-target"><span>Eesti</span></a></li><li class="interlanguage-link interwiki-el mw-list-item"><a href="https://el.wikipedia.org/wiki/%CE%9C%CE%AC%CF%81%CE%BA%CE%B5%CF%84%CE%B9%CE%BD%CE%B3%CE%BA" title="Μάρκετινγκ – Greek" lang="el" hreflang="el" data-title="Μάρκετινγκ" data-language-autonym="Ελληνικά" data-language-local-name="Greek" class="interlanguage-link-target"><span>Ελληνικά</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Mercadotecnia" title="Mercadotecnia – Spanish" lang="es" hreflang="es" data-title="Mercadotecnia" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-eo mw-list-item"><a href="https://eo.wikipedia.org/wiki/Merkatiko" title="Merkatiko – Esperanto" lang="eo" hreflang="eo" data-title="Merkatiko" data-language-autonym="Esperanto" data-language-local-name="Esperanto" class="interlanguage-link-target"><span>Esperanto</span></a></li><li class="interlanguage-link interwiki-eu mw-list-item"><a href="https://eu.wikipedia.org/wiki/Marketin" title="Marketin – Basque" lang="eu" hreflang="eu" data-title="Marketin" data-language-autonym="Euskara" data-language-local-name="Basque" class="interlanguage-link-target"><span>Euskara</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%DB%8C%D8%A7%D8%A8%DB%8C" title="بازاریابی – Persian" lang="fa" hreflang="fa" data-title="بازاریابی" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Marketing" title="Marketing – French" lang="fr" hreflang="fr" data-title="Marketing" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-fy mw-list-item"><a href="https://fy.wikipedia.org/wiki/Marketing" title="Marketing – Western Frisian" lang="fy" hreflang="fy" data-title="Marketing" data-language-autonym="Frysk" data-language-local-name="Western Frisian" class="interlanguage-link-target"><span>Frysk</span></a></li><li class="interlanguage-link interwiki-ga mw-list-item"><a href="https://ga.wikipedia.org/wiki/Marga%C3%ADocht" title="Margaíocht – Irish" lang="ga" hreflang="ga" data-title="Margaíocht" data-language-autonym="Gaeilge" data-language-local-name="Irish" class="interlanguage-link-target"><span>Gaeilge</span></a></li><li class="interlanguage-link interwiki-gl mw-list-item"><a href="https://gl.wikipedia.org/wiki/Mercadotecnia" title="Mercadotecnia – Galician" lang="gl" hreflang="gl" data-title="Mercadotecnia" data-language-autonym="Galego" data-language-local-name="Galician" class="interlanguage-link-target"><span>Galego</span></a></li><li class="interlanguage-link interwiki-gu mw-list-item"><a href="https://gu.wikipedia.org/wiki/%E0%AA%AE%E0%AA%BE%E0%AA%B0%E0%AB%8D%E0%AA%95%E0%AB%87%E0%AA%9F%E0%AA%BF%E0%AA%82%E0%AA%97" title="માર્કેટિંગ – Gujarati" lang="gu" hreflang="gu" data-title="માર્કેટિંગ" data-language-autonym="ગુજરાતી" data-language-local-name="Gujarati" class="interlanguage-link-target"><span>ગુજરાતી</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EB%A7%88%EC%BC%80%ED%8C%85" title="마케팅 – Korean" lang="ko" hreflang="ko" data-title="마케팅" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-ha mw-list-item"><a href="https://ha.wikipedia.org/wiki/Kasuwancin_yanar_gizo" title="Kasuwancin yanar gizo – Hausa" lang="ha" hreflang="ha" data-title="Kasuwancin yanar gizo" data-language-autonym="Hausa" data-language-local-name="Hausa" class="interlanguage-link-target"><span>Hausa</span></a></li><li class="interlanguage-link interwiki-hy mw-list-item"><a href="https://hy.wikipedia.org/wiki/%D5%84%D5%A1%D6%80%D6%84%D5%A5%D5%A9%D5%AB%D5%B6%D5%A3" title="Մարքեթինգ – Armenian" lang="hy" hreflang="hy" data-title="Մարքեթինգ" data-language-autonym="Հայերեն" data-language-local-name="Armenian" class="interlanguage-link-target"><span>Հայերեն</span></a></li><li class="interlanguage-link interwiki-hi mw-list-item"><a href="https://hi.wikipedia.org/wiki/%E0%A4%B5%E0%A4%BF%E0%A4%AA%E0%A4%A3%E0%A4%A8" title="विपणन – Hindi" lang="hi" hreflang="hi" data-title="विपणन" data-language-autonym="हिन्दी" data-language-local-name="Hindi" class="interlanguage-link-target"><span>हिन्दी</span></a></li><li class="interlanguage-link interwiki-hr mw-list-item"><a href="https://hr.wikipedia.org/wiki/Marketing" title="Marketing – Croatian" lang="hr" hreflang="hr" data-title="Marketing" data-language-autonym="Hrvatski" data-language-local-name="Croatian" class="interlanguage-link-target"><span>Hrvatski</span></a></li><li class="interlanguage-link interwiki-io mw-list-item"><a href="https://io.wikipedia.org/wiki/Merkatigo" title="Merkatigo – Ido" lang="io" hreflang="io" data-title="Merkatigo" data-language-autonym="Ido" data-language-local-name="Ido" class="interlanguage-link-target"><span>Ido</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Pemasaran" title="Pemasaran – Indonesian" lang="id" hreflang="id" data-title="Pemasaran" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-ia mw-list-item"><a href="https://ia.wikipedia.org/wiki/Mercatistica" title="Mercatistica – Interlingua" lang="ia" hreflang="ia" data-title="Mercatistica" data-language-autonym="Interlingua" data-language-local-name="Interlingua" class="interlanguage-link-target"><span>Interlingua</span></a></li><li class="interlanguage-link interwiki-zu mw-list-item"><a href="https://zu.wikipedia.org/wiki/Umdayiso" title="Umdayiso – Zulu" lang="zu" hreflang="zu" data-title="Umdayiso" data-language-autonym="IsiZulu" data-language-local-name="Zulu" class="interlanguage-link-target"><span>IsiZulu</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Marketing" title="Marketing – Italian" lang="it" hreflang="it" data-title="Marketing" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-he mw-list-item"><a href="https://he.wikipedia.org/wiki/%D7%A9%D7%99%D7%95%D7%95%D7%A7" title="שיווק – Hebrew" lang="he" hreflang="he" data-title="שיווק" data-language-autonym="עברית" data-language-local-name="Hebrew" class="interlanguage-link-target"><span>עברית</span></a></li><li class="interlanguage-link interwiki-kn mw-list-item"><a href="https://kn.wikipedia.org/wiki/%E0%B2%B5%E0%B3%8D%E0%B2%AF%E0%B2%BE%E0%B2%AA%E0%B2%BE%E0%B2%B0%E0%B3%8B%E0%B2%A6%E0%B3%8D%E0%B2%AF%E0%B2%AE" title="ವ್ಯಾಪಾರೋದ್ಯಮ – Kannada" lang="kn" hreflang="kn" data-title="ವ್ಯಾಪಾರೋದ್ಯಮ" data-language-autonym="ಕನ್ನಡ" data-language-local-name="Kannada" class="interlanguage-link-target"><span>ಕನ್ನಡ</span></a></li><li class="interlanguage-link interwiki-ka mw-list-item"><a href="https://ka.wikipedia.org/wiki/%E1%83%9B%E1%83%90%E1%83%A0%E1%83%99%E1%83%94%E1%83%A2%E1%83%98%E1%83%9C%E1%83%92%E1%83%98" title="მარკეტინგი – Georgian" lang="ka" hreflang="ka" data-title="მარკეტინგი" data-language-autonym="ქართული" data-language-local-name="Georgian" class="interlanguage-link-target"><span>ქართული</span></a></li><li class="interlanguage-link interwiki-kk mw-list-item"><a href="https://kk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Kazakh" lang="kk" hreflang="kk" data-title="Маркетинг" data-language-autonym="Қазақша" data-language-local-name="Kazakh" class="interlanguage-link-target"><span>Қазақша</span></a></li><li class="interlanguage-link interwiki-ky mw-list-item"><a href="https://ky.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Kyrgyz" lang="ky" hreflang="ky" data-title="Маркетинг" data-language-autonym="Кыргызча" data-language-local-name="Kyrgyz" class="interlanguage-link-target"><span>Кыргызча</span></a></li><li class="interlanguage-link interwiki-lv mw-list-item"><a href="https://lv.wikipedia.org/wiki/Tirgzin%C4%ABba" title="Tirgzinība – Latvian" lang="lv" hreflang="lv" data-title="Tirgzinība" data-language-autonym="Latviešu" data-language-local-name="Latvian" class="interlanguage-link-target"><span>Latviešu</span></a></li><li class="interlanguage-link interwiki-lt mw-list-item"><a href="https://lt.wikipedia.org/wiki/Rinkodara" title="Rinkodara – Lithuanian" lang="lt" hreflang="lt" data-title="Rinkodara" data-language-autonym="Lietuvių" data-language-local-name="Lithuanian" class="interlanguage-link-target"><span>Lietuvių</span></a></li><li class="interlanguage-link interwiki-hu mw-list-item"><a href="https://hu.wikipedia.org/wiki/Marketing" title="Marketing – Hungarian" lang="hu" hreflang="hu" data-title="Marketing" data-language-autonym="Magyar" data-language-local-name="Hungarian" class="interlanguage-link-target"><span>Magyar</span></a></li><li class="interlanguage-link interwiki-mk mw-list-item"><a href="https://mk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Macedonian" lang="mk" hreflang="mk" data-title="Маркетинг" data-language-autonym="Македонски" data-language-local-name="Macedonian" class="interlanguage-link-target"><span>Македонски</span></a></li><li class="interlanguage-link interwiki-ml mw-list-item"><a href="https://ml.wikipedia.org/wiki/%E0%B4%B5%E0%B4%BF%E0%B4%AA%E0%B4%A3%E0%B4%A8%E0%B4%82" title="വിപണനം – Malayalam" lang="ml" hreflang="ml" data-title="വിപണനം" data-language-autonym="മലയാളം" data-language-local-name="Malayalam" class="interlanguage-link-target"><span>മലയാളം</span></a></li><li class="interlanguage-link interwiki-mr mw-list-item"><a href="https://mr.wikipedia.org/wiki/%E0%A4%B5%E0%A4%BF%E0%A4%AA%E0%A4%A3%E0%A4%A8" title="विपणन – Marathi" lang="mr" hreflang="mr" data-title="विपणन" data-language-autonym="मराठी" data-language-local-name="Marathi" class="interlanguage-link-target"><span>मराठी</span></a></li><li class="interlanguage-link interwiki-ms mw-list-item"><a href="https://ms.wikipedia.org/wiki/Pemasaran" title="Pemasaran – Malay" lang="ms" hreflang="ms" data-title="Pemasaran" data-language-autonym="Bahasa Melayu" data-language-local-name="Malay" class="interlanguage-link-target"><span>Bahasa Melayu</span></a></li><li class="interlanguage-link interwiki-min mw-list-item"><a href="https://min.wikipedia.org/wiki/Pamasaran" title="Pamasaran – Minangkabau" lang="min" hreflang="min" data-title="Pamasaran" data-language-autonym="Minangkabau" data-language-local-name="Minangkabau" class="interlanguage-link-target"><span>Minangkabau</span></a></li><li class="interlanguage-link interwiki-mn mw-list-item"><a href="https://mn.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Mongolian" lang="mn" hreflang="mn" data-title="Маркетинг" data-language-autonym="Монгол" data-language-local-name="Mongolian" class="interlanguage-link-target"><span>Монгол</span></a></li><li class="interlanguage-link interwiki-my mw-list-item"><a href="https://my.wikipedia.org/wiki/%E1%80%88%E1%80%B1%E1%80%B8%E1%80%80%E1%80%BD%E1%80%80%E1%80%BA%E1%80%91%E1%80%AD%E1%80%AF%E1%80%B8%E1%80%96%E1%80%B1%E1%80%AC%E1%80%80%E1%80%BA%E1%80%81%E1%80%BC%E1%80%84%E1%80%BA%E1%80%B8" title="ဈေးကွက်ထိုးဖောက်ခြင်း – Burmese" lang="my" hreflang="my" data-title="ဈေးကွက်ထိုးဖောက်ခြင်း" data-language-autonym="မြန်မာဘာသာ" data-language-local-name="Burmese" class="interlanguage-link-target"><span>မြန်မာဘာသာ</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/Marketing" title="Marketing – Dutch" lang="nl" hreflang="nl" data-title="Marketing" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-ne mw-list-item"><a href="https://ne.wikipedia.org/wiki/%E0%A4%AC%E0%A4%9C%E0%A4%BE%E0%A4%B0%E0%A4%B6%E0%A4%BE%E0%A4%B8%E0%A5%8D%E0%A4%A4%E0%A5%8D%E0%A4%B0" title="बजारशास्त्र – Nepali" lang="ne" hreflang="ne" data-title="बजारशास्त्र" data-language-autonym="नेपाली" data-language-local-name="Nepali" class="interlanguage-link-target"><span>नेपाली</span></a></li><li class="interlanguage-link interwiki-new mw-list-item"><a href="https://new.wikipedia.org/wiki/%E0%A4%B5%E0%A4%BF%E0%A4%AA%E0%A4%A3%E0%A4%A8" title="विपणन – Newari" lang="new" hreflang="new" data-title="विपणन" data-language-autonym="नेपाल भाषा" data-language-local-name="Newari" class="interlanguage-link-target"><span>नेपाल भाषा</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0" title="マーケティング – Japanese" lang="ja" hreflang="ja" data-title="マーケティング" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-no mw-list-item"><a href="https://no.wikipedia.org/wiki/Markedsf%C3%B8ring" title="Markedsføring – Norwegian Bokmål" lang="nb" hreflang="nb" data-title="Markedsføring" data-language-autonym="Norsk bokmål" data-language-local-name="Norwegian Bokmål" class="interlanguage-link-target"><span>Norsk bokmål</span></a></li><li class="interlanguage-link interwiki-uz mw-list-item"><a href="https://uz.wikipedia.org/wiki/Marketing" title="Marketing – Uzbek" lang="uz" hreflang="uz" data-title="Marketing" data-language-autonym="Oʻzbekcha / ўзбекча" data-language-local-name="Uzbek" class="interlanguage-link-target"><span>Oʻzbekcha / ўзбекча</span></a></li><li class="interlanguage-link interwiki-pnb mw-list-item"><a href="https://pnb.wikipedia.org/wiki/%D9%85%D8%A7%D8%B1%DA%A9%DB%8C%D9%B9%D9%86%DA%AF" title="مارکیٹنگ – Western Punjabi" lang="pnb" hreflang="pnb" data-title="مارکیٹنگ" data-language-autonym="پنجابی" data-language-local-name="Western Punjabi" class="interlanguage-link-target"><span>پنجابی</span></a></li><li class="interlanguage-link interwiki-ps mw-list-item"><a href="https://ps.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%D9%85%D9%88%D9%86%D8%AF%D9%86%D9%87" title="بازارموندنه – Pashto" lang="ps" hreflang="ps" data-title="بازارموندنه" data-language-autonym="پښتو" data-language-local-name="Pashto" class="interlanguage-link-target"><span>پښتو</span></a></li><li class="interlanguage-link interwiki-jam mw-list-item"><a href="https://jam.wikipedia.org/wiki/Maakitin" title="Maakitin – Jamaican Creole English" lang="jam" hreflang="jam" data-title="Maakitin" data-language-autonym="Patois" data-language-local-name="Jamaican Creole English" class="interlanguage-link-target"><span>Patois</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Marketing" title="Marketing – Polish" lang="pl" hreflang="pl" data-title="Marketing" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Marketing" title="Marketing – Portuguese" lang="pt" hreflang="pt" data-title="Marketing" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target"><span>Português</span></a></li><li class="interlanguage-link interwiki-kaa mw-list-item"><a href="https://kaa.wikipedia.org/wiki/Marketing" title="Marketing – Kara-Kalpak" lang="kaa" hreflang="kaa" data-title="Marketing" data-language-autonym="Qaraqalpaqsha" data-language-local-name="Kara-Kalpak" class="interlanguage-link-target"><span>Qaraqalpaqsha</span></a></li><li class="interlanguage-link interwiki-ro mw-list-item"><a href="https://ro.wikipedia.org/wiki/Marketing" title="Marketing – Romanian" lang="ro" hreflang="ro" data-title="Marketing" data-language-autonym="Română" data-language-local-name="Romanian" class="interlanguage-link-target"><span>Română</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Russian" lang="ru" hreflang="ru" data-title="Маркетинг" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-sah mw-list-item"><a href="https://sah.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Yakut" lang="sah" hreflang="sah" data-title="Маркетинг" data-language-autonym="Саха тыла" data-language-local-name="Yakut" class="interlanguage-link-target"><span>Саха тыла</span></a></li><li class="interlanguage-link interwiki-sc mw-list-item"><a href="https://sc.wikipedia.org/wiki/Marketing" title="Marketing – Sardinian" lang="sc" hreflang="sc" data-title="Marketing" data-language-autonym="Sardu" data-language-local-name="Sardinian" class="interlanguage-link-target"><span>Sardu</span></a></li><li class="interlanguage-link interwiki-sq mw-list-item"><a href="https://sq.wikipedia.org/wiki/Marketingu" title="Marketingu – Albanian" lang="sq" hreflang="sq" data-title="Marketingu" data-language-autonym="Shqip" data-language-local-name="Albanian" class="interlanguage-link-target"><span>Shqip</span></a></li><li class="interlanguage-link interwiki-scn mw-list-item"><a href="https://scn.wikipedia.org/wiki/Marketing" title="Marketing – Sicilian" lang="scn" hreflang="scn" data-title="Marketing" data-language-autonym="Sicilianu" data-language-local-name="Sicilian" class="interlanguage-link-target"><span>Sicilianu</span></a></li><li class="interlanguage-link interwiki-si mw-list-item"><a href="https://si.wikipedia.org/wiki/%E0%B6%85%E0%B6%BD%E0%B7%99%E0%B7%80%E0%B7%92%E0%B6%9A%E0%B6%BB%E0%B6%AB%E0%B6%BA" title="අලෙවිකරණය – Sinhala" lang="si" hreflang="si" data-title="අලෙවිකරණය" data-language-autonym="සිංහල" data-language-local-name="Sinhala" class="interlanguage-link-target"><span>සිංහල</span></a></li><li class="interlanguage-link interwiki-simple mw-list-item"><a href="https://simple.wikipedia.org/wiki/Marketing" title="Marketing – Simple English" lang="en-simple" hreflang="en-simple" data-title="Marketing" data-language-autonym="Simple English" data-language-local-name="Simple English" class="interlanguage-link-target"><span>Simple English</span></a></li><li class="interlanguage-link interwiki-sk mw-list-item"><a href="https://sk.wikipedia.org/wiki/Marketing" title="Marketing – Slovak" lang="sk" hreflang="sk" data-title="Marketing" data-language-autonym="Slovenčina" data-language-local-name="Slovak" class="interlanguage-link-target"><span>Slovenčina</span></a></li><li class="interlanguage-link interwiki-sl mw-list-item"><a href="https://sl.wikipedia.org/wiki/Tr%C5%BEenje" title="Trženje – Slovenian" lang="sl" hreflang="sl" data-title="Trženje" data-language-autonym="Slovenščina" data-language-local-name="Slovenian" class="interlanguage-link-target"><span>Slovenščina</span></a></li><li class="interlanguage-link interwiki-ckb mw-list-item"><a href="https://ckb.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%DA%95%D9%88%D8%A7%D9%86%DB%8C" title="بازاڕوانی – Central Kurdish" lang="ckb" hreflang="ckb" data-title="بازاڕوانی" data-language-autonym="کوردی" data-language-local-name="Central Kurdish" class="interlanguage-link-target"><span>کوردی</span></a></li><li class="interlanguage-link interwiki-sr mw-list-item"><a href="https://sr.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Serbian" lang="sr" hreflang="sr" data-title="Маркетинг" data-language-autonym="Српски / srpski" data-language-local-name="Serbian" class="interlanguage-link-target"><span>Српски / srpski</span></a></li><li class="interlanguage-link interwiki-sh mw-list-item"><a href="https://sh.wikipedia.org/wiki/Marketing" title="Marketing – Serbo-Croatian" lang="sh" hreflang="sh" data-title="Marketing" data-language-autonym="Srpskohrvatski / српскохрватски" data-language-local-name="Serbo-Croatian" class="interlanguage-link-target"><span>Srpskohrvatski / српскохрватски</span></a></li><li class="interlanguage-link interwiki-fi mw-list-item"><a href="https://fi.wikipedia.org/wiki/Markkinointi" title="Markkinointi – Finnish" lang="fi" hreflang="fi" data-title="Markkinointi" data-language-autonym="Suomi" data-language-local-name="Finnish" class="interlanguage-link-target"><span>Suomi</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Marknadsf%C3%B6ring" title="Marknadsföring – Swedish" lang="sv" hreflang="sv" data-title="Marknadsföring" data-language-autonym="Svenska" data-language-local-name="Swedish" class="interlanguage-link-target"><span>Svenska</span></a></li><li class="interlanguage-link interwiki-tl mw-list-item"><a href="https://tl.wikipedia.org/wiki/Pamimili" title="Pamimili – Tagalog" lang="tl" hreflang="tl" data-title="Pamimili" data-language-autonym="Tagalog" data-language-local-name="Tagalog" class="interlanguage-link-target"><span>Tagalog</span></a></li><li class="interlanguage-link interwiki-ta mw-list-item"><a href="https://ta.wikipedia.org/wiki/%E0%AE%9A%E0%AE%A8%E0%AF%8D%E0%AE%A4%E0%AF%88%E0%AE%AA%E0%AF%8D%E0%AE%AA%E0%AE%9F%E0%AF%81%E0%AE%A4%E0%AF%8D%E0%AE%A4%E0%AE%B2%E0%AF%8D" title="சந்தைப்படுத்தல் – Tamil" lang="ta" hreflang="ta" data-title="சந்தைப்படுத்தல்" data-language-autonym="தமிழ்" data-language-local-name="Tamil" class="interlanguage-link-target"><span>தமிழ்</span></a></li><li class="interlanguage-link interwiki-te mw-list-item"><a href="https://te.wikipedia.org/wiki/%E0%B0%AE%E0%B0%BE%E0%B0%B0%E0%B1%8D%E0%B0%95%E0%B1%86%E0%B0%9F%E0%B0%BF%E0%B0%82%E0%B0%97%E0%B1%8D" title="మార్కెటింగ్ – Telugu" lang="te" hreflang="te" data-title="మార్కెటింగ్" data-language-autonym="తెలుగు" data-language-local-name="Telugu" class="interlanguage-link-target"><span>తెలుగు</span></a></li><li class="interlanguage-link interwiki-th mw-list-item"><a href="https://th.wikipedia.org/wiki/%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94" title="การตลาด – Thai" lang="th" hreflang="th" data-title="การตลาด" data-language-autonym="ไทย" data-language-local-name="Thai" class="interlanguage-link-target"><span>ไทย</span></a></li><li class="interlanguage-link interwiki-tg mw-list-item"><a href="https://tg.wikipedia.org/wiki/%D0%91%D0%BE%D0%B7%D0%BE%D1%80%D0%B3%D0%BE%D0%BD%D3%A3" title="Бозоргонӣ – Tajik" lang="tg" hreflang="tg" data-title="Бозоргонӣ" data-language-autonym="Тоҷикӣ" data-language-local-name="Tajik" class="interlanguage-link-target"><span>Тоҷикӣ</span></a></li><li class="interlanguage-link interwiki-tr mw-list-item"><a href="https://tr.wikipedia.org/wiki/Pazarlama" title="Pazarlama – Turkish" lang="tr" hreflang="tr" data-title="Pazarlama" data-language-autonym="Türkçe" data-language-local-name="Turkish" class="interlanguage-link-target"><span>Türkçe</span></a></li><li class="interlanguage-link interwiki-tk mw-list-item"><a href="https://tk.wikipedia.org/wiki/Marketing" title="Marketing – Turkmen" lang="tk" hreflang="tk" data-title="Marketing" data-language-autonym="Türkmençe" data-language-local-name="Turkmen" class="interlanguage-link-target"><span>Türkmençe</span></a></li><li class="interlanguage-link interwiki-uk mw-list-item"><a href="https://uk.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3" title="Маркетинг – Ukrainian" lang="uk" hreflang="uk" data-title="Маркетинг" data-language-autonym="Українська" data-language-local-name="Ukrainian" class="interlanguage-link-target"><span>Українська</span></a></li><li class="interlanguage-link interwiki-ur mw-list-item"><a href="https://ur.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1_%DA%A9%D8%A7%D8%B1%DB%8C" title="بازار کاری – Urdu" lang="ur" hreflang="ur" data-title="بازار کاری" data-language-autonym="اردو" data-language-local-name="Urdu" class="interlanguage-link-target"><span>اردو</span></a></li><li class="interlanguage-link interwiki-vec mw-list-item"><a href="https://vec.wikipedia.org/wiki/Marcatistega" title="Marcatistega – Venetian" lang="vec" hreflang="vec" data-title="Marcatistega" data-language-autonym="Vèneto" data-language-local-name="Venetian" class="interlanguage-link-target"><span>Vèneto</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Marketing" title="Marketing – Vietnamese" lang="vi" hreflang="vi" data-title="Marketing" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li><li class="interlanguage-link interwiki-wa mw-list-item"><a href="https://wa.wikipedia.org/wiki/Vindince" title="Vindince – Walloon" lang="wa" hreflang="wa" data-title="Vindince" data-language-autonym="Walon" data-language-local-name="Walloon" class="interlanguage-link-target"><span>Walon</span></a></li><li class="interlanguage-link interwiki-wuu mw-list-item"><a href="https://wuu.wikipedia.org/wiki/%E5%B8%82%E5%9C%BA%E8%90%A5%E9%94%80" title="市场营销 – Wu" lang="wuu" hreflang="wuu" data-title="市场营销" data-language-autonym="吴语" data-language-local-name="Wu" class="interlanguage-link-target"><span>吴语</span></a></li><li class="interlanguage-link interwiki-yi mw-list-item"><a href="https://yi.wikipedia.org/wiki/%D7%9E%D7%90%D7%A8%D7%A7%D7%A2%D7%98%D7%99%D7%A0%D7%92" title="מארקעטינג – Yiddish" lang="yi" hreflang="yi" data-title="מארקעטינג" data-language-autonym="ייִדיש" data-language-local-name="Yiddish" class="interlanguage-link-target"><span>ייִדיש</span></a></li><li class="interlanguage-link interwiki-zh-yue mw-list-item"><a href="https://zh-yue.wikipedia.org/wiki/%E5%B8%82%E5%A0%B4%E5%AD%B8" title="市場學 – Cantonese" lang="yue" hreflang="yue" 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semi-protected" src="//upload.wikimedia.org/wikipedia/en/thumb/1/1b/Semi-protection-shackle.svg/20px-Semi-protection-shackle.svg.png" decoding="async" width="20" height="20" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/1/1b/Semi-protection-shackle.svg/30px-Semi-protection-shackle.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/1/1b/Semi-protection-shackle.svg/40px-Semi-protection-shackle.svg.png 2x" data-file-width="512" data-file-height="512" /></a></span></div></div> </div> <div id="siteSub" class="noprint">From Wikipedia, the free encyclopedia</div> </div> <div id="contentSub"><div id="mw-content-subtitle"></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Study and process of exploring, creating, and delivering value to customers</div> <p class="mw-empty-elt"> </p> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">For the Canadian magazine, see <a href="/wiki/Marketing_(Canadian_magazine)" class="mw-redirect" title="Marketing (Canadian magazine)">Marketing (Canadian magazine)</a>. For the British magazine, see <a href="/wiki/Marketing_(British_magazine)" title="Marketing (British magazine)">Marketing (British magazine)</a>.</div> <p class="mw-empty-elt"> </p> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Steve_Jobs_and_Macintosh_computer,_January_1984,_by_Bernard_Gotfryd_-_edited.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/d/dd/Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg/220px-Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg" decoding="async" width="220" height="324" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/d/dd/Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg/330px-Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/d/dd/Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg/440px-Steve_Jobs_and_Macintosh_computer%2C_January_1984%2C_by_Bernard_Gotfryd_-_edited.jpg 2x" data-file-width="3340" data-file-height="4918" /></a><figcaption><a href="/wiki/Steve_Jobs" title="Steve Jobs">Steve Jobs</a>'s marketing skills have been credited for reviving <a href="/wiki/Apple_Inc." title="Apple Inc.">Apple Inc.</a> and turning it into one of the <a href="/wiki/List_of_most_valuable_brands" title="List of most valuable brands">most valuable brands</a>.<sup id="cite_ref-The_Real_Story_1-0" class="reference"><a href="#cite_note-The_Real_Story-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup></figcaption></figure> <p><b>Marketing</b> is the act of satisfying and retaining <a href="/wiki/Customer" title="Customer">customers</a>.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> It is one of the primary components of <a href="/wiki/Business_administration" title="Business administration">business management</a> and <a href="/wiki/Commerce" title="Commerce">commerce</a>.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>Marketing is typically conducted by the seller, typically a retailer or manufacturer. Products can be marketed to other businesses (<a href="/wiki/B2B_Marketing" class="mw-redirect" title="B2B Marketing">B2B</a>) or directly to consumers (<a href="/wiki/B2C" class="mw-redirect" title="B2C">B2C</a>).<sup id="cite_ref-:0_5-0" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Sometimes tasks are contracted to dedicated marketing firms, like a <a href="/wiki/Media_agency" title="Media agency">media</a>, <a href="/wiki/Market_research" title="Market research">market research</a>, or <a href="/wiki/Advertising_agency" title="Advertising agency">advertising agency</a>. Sometimes, a <a href="/wiki/Trade_association" title="Trade association">trade association</a> or government agency (such as the <a href="/wiki/Agricultural_Marketing_Service" title="Agricultural Marketing Service">Agricultural Marketing Service</a>) advertises on behalf of an entire industry or locality, often a specific type of food (e.g. <a href="/wiki/Got_Milk%3F" title="Got Milk?">Got Milk?</a>), food from a specific area, or a city or region as a tourism destination. </p><p>Market orientations are philosophies concerning the factors that should go into market planning.<sup id="cite_ref-:5_6-0" class="reference"><a href="#cite_note-:5-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> The marketing mix, which outlines the specifics of the product and how it will be sold, including the channels that will be used to advertise the product,<sup id="cite_ref-:6_7-0" class="reference"><a href="#cite_note-:6-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:3_8-0" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> is affected by the environment surrounding the product,<sup id="cite_ref-:4_9-0" class="reference"><a href="#cite_note-:4-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> the results of <a href="/wiki/Marketing_research" title="Marketing research">marketing research</a> and <a href="/wiki/Market_research" title="Market research">market research</a>,<sup id="cite_ref-:9_10-0" class="reference"><a href="#cite_note-:9-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:7_11-0" class="reference"><a href="#cite_note-:7-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> and the characteristics of the product's target market.<sup id="cite_ref-:8_12-0" class="reference"><a href="#cite_note-:8-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> Once these factors are determined, marketers must then decide what methods of promoting the product,<sup id="cite_ref-:0_5-1" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> including use of coupons and other price inducements.<sup id="cite_ref-MarketingCig.NYT_13-0" class="reference"><a href="#cite_note-MarketingCig.NYT-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Definition">Definition</h2></div> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output 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ol>li:first-child::before,.mw-parser-output .hlist li ol>li:first-child::before{content:" ("counter(listitem)"\a0 "}</style><style data-mw-deduplicate="TemplateStyles:r1246091330">.mw-parser-output .sidebar{width:22em;float:right;clear:right;margin:0.5em 0 1em 1em;background:var(--background-color-neutral-subtle,#f8f9fa);border:1px solid var(--border-color-base,#a2a9b1);padding:0.2em;text-align:center;line-height:1.4em;font-size:88%;border-collapse:collapse;display:table}body.skin-minerva .mw-parser-output .sidebar{display:table!important;float:right!important;margin:0.5em 0 1em 1em!important}.mw-parser-output .sidebar-subgroup{width:100%;margin:0;border-spacing:0}.mw-parser-output .sidebar-left{float:left;clear:left;margin:0.5em 1em 1em 0}.mw-parser-output .sidebar-none{float:none;clear:both;margin:0.5em 1em 1em 0}.mw-parser-output .sidebar-outer-title{padding:0 0.4em 0.2em;font-size:125%;line-height:1.2em;font-weight:bold}.mw-parser-output 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.mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a class="mw-selflink selflink">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">MiX</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Cannibalization_(marketing)" title="Cannibalization (marketing)">Cannibalization</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p>Marketing is currently defined by the <a href="/wiki/American_Marketing_Association" title="American Marketing Association">American Marketing Association</a> (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large".<sup id="cite_ref-def_14-0" class="reference"><a href="#cite_note-def-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> However, the definition of marketing has evolved over the years. The AMA reviews this definition and its definition for "marketing research" every three years.<sup id="cite_ref-def_14-1" class="reference"><a href="#cite_note-def-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> The interests of "society at large" were added into the definition in 2008.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> The development of the definition may be seen by comparing the 2008 definition with the AMA's 1935 version: "Marketing is the performance of business activities that direct the flow of goods, and services from producers to consumers".<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> The newer definition highlights the increased prominence of other stakeholders in the new conception of marketing. </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/b/be/Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff/lossless-page1-220px-Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff.png" decoding="async" width="220" height="299" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/b/be/Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff/lossless-page1-330px-Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/b/be/Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff/lossless-page1-440px-Portrait_of_Josiah_Wedgwood_gupjg13_4_ics8nad.tiff.png 2x" data-file-width="2233" data-file-height="3030" /></a><figcaption>The 18th century retail entrepreneur <a href="/wiki/Josiah_Wedgwood" title="Josiah Wedgwood">Josiah Wedgwood</a>, who devised a number of sales methods for his tableware, is "credited with inventing modern marketing" according to the <a href="/wiki/Adam_Smith_Institute" title="Adam Smith Institute">Adam Smith Institute</a>.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup></figcaption></figure> <p>Recent definitions of marketing place more emphasis on the consumer relationship, as opposed to a pure exchange process. For instance, prolific marketing author and educator, <a href="/wiki/Philip_Kotler" title="Philip Kotler">Philip Kotler</a> has evolved his definition of marketing. In 1980, he defined marketing as "satisfying needs and wants through an exchange process",<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> and in 2018 defined it as "the process by which companies engage customers, build strong customer relationships, and create customer value in order to capture value from customers in return".<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> A related definition, from the <a href="/wiki/Sales_process_engineering" title="Sales process engineering">sales process engineering</a> perspective, defines marketing as "a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction".<sup id="cite_ref-Selden_1997_20-0" class="reference"><a href="#cite_note-Selden_1997-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p><p>Some definitions of marketing highlight marketing's ability to produce value to shareholders of the firm as well. In this context, marketing can be defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage".<sup id="cite_ref-paliwoda-a_21-0" class="reference"><a href="#cite_note-paliwoda-a-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> For instance, the <a href="/wiki/Chartered_Institute_of_Marketing" class="mw-redirect" title="Chartered Institute of Marketing">Chartered Institute of Marketing</a> defines marketing from a customer-centric perspective, focusing on "the management process responsible for identifying, anticipating and satisfying customer requirements profitably".<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p><p>In the past, marketing practice tended to be seen as a creative industry, which included <a href="/wiki/Advertising" title="Advertising">advertising</a>, <a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">distribution</a> and <a href="/wiki/Sales" title="Sales">selling</a>, and even today many parts of the marketing process (e.g. <a href="/wiki/Product_design" title="Product design">product design</a>, <a href="/wiki/Art_director" title="Art director">art director</a>, <a href="/wiki/Brand_management" title="Brand management">brand management</a>, advertising, inbound marketing, <a href="/wiki/Copywriting" title="Copywriting">copywriting</a> etc.) involve the use of the creative arts.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> However, because marketing makes extensive use of <a href="/wiki/Social_sciences" class="mw-redirect" title="Social sciences">social sciences</a>, <a href="/wiki/Psychology" title="Psychology">psychology</a>, <a href="/wiki/Sociology" title="Sociology">sociology</a>, <a href="/wiki/Mathematics" title="Mathematics">mathematics</a>, <a href="/wiki/Economics" title="Economics">economics</a>, <a href="/wiki/Anthropology" title="Anthropology">anthropology</a> and <a href="/wiki/Neuroscience" title="Neuroscience">neuroscience</a>, the profession is now widely recognized as a science.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> Marketing science has developed a concrete process that can be followed to create a <a href="/wiki/Marketing_plan" title="Marketing plan">marketing plan</a>.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Concept">Concept</h2></div> <p>The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more effectively than its competitors. This concept originated from <a href="/wiki/Adam_Smith" title="Adam Smith">Adam Smith</a>'s book <i><a href="/wiki/The_Wealth_of_Nations" title="The Wealth of Nations">The Wealth of Nations</a></i> but would not become widely used until nearly 200 years later.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> Marketing and Marketing Concepts are directly related. </p><p>Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is essential:<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p> <dl><dd><i><a href="/wiki/Needs" class="mw-redirect" title="Needs">Needs</a>:</i> Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical, such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to a family or social group and the need for self-esteem.</dd> <dd><i><a href="/wiki/Wants" class="mw-redirect" title="Wants">Wants</a>:</i> Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups.</dd> <dd><i><a href="/wiki/Demand" title="Demand">Demands</a>:</i> When needs and wants are backed <a href="/wiki/Purchasing_power" title="Purchasing power">by the ability to pay</a>, they have the potential to become economic demands.</dd></dl> <p><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a>, conducted for the purpose of new product development or product improvement, is often concerned with identifying the consumer's <i>unmet needs</i>.<sup id="cite_ref-Hague,_19-20_28-0" class="reference"><a href="#cite_note-Hague,_19-20-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> Needs-based segmentation (also known as <i>benefit segmentation</i>) "places the customers' desires at the forefront of how a company designs and markets products or services."<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> Although needs-based segmentation is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Hague,_19-20_28-1" class="reference"><a href="#cite_note-Hague,_19-20-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> In addition, a great deal of advertising and promotion is designed to show how a given product's benefits meet the customer's needs, wants or expectations in a unique way.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="B2B_and_B2C_marketing">B2B and B2C marketing</h2></div> <p>The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing.<sup id="cite_ref-:0_5-2" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="B2B_marketing">B2B marketing</h3></div> <p>B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a business or organization.<sup id="cite_ref-:10_33-0" class="reference"><a href="#cite_note-:10-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> Any company that sells products or services to other businesses or organizations (vs. consumers) typically uses B2B marketing strategies. The 7 P's of B2B marketing are: product, price, place, promotion, people, process, and physical evidence.<sup id="cite_ref-:10_33-1" class="reference"><a href="#cite_note-:10-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> Some of the trends in B2B marketing include content such as podcasts, videos, and social media marketing campaigns.<sup id="cite_ref-:10_33-2" class="reference"><a href="#cite_note-:10-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> </p><p>Examples of products sold through B2B marketing include: </p> <ul><li>Major equipment</li> <li>Accessory equipment</li> <li>Raw materials</li> <li>Component parts</li> <li>Processed materials</li> <li>Supplies</li> <li>Venues</li> <li>Business services<sup id="cite_ref-:0_5-3" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li></ul> <p>The four major categories of B2B product purchasers are: </p> <ul><li>Producers- use products sold by B2B marketing to make their own goods (e.g.: Mattel buying plastics to make toys)</li> <li>Resellers- buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart buying vacuums to sell in stores)</li> <li>Governments- buy B2B products for use in government projects (e.g.: purchasing weather monitoring equipment for a wastewater treatment plant)</li> <li>Institutions- use B2B products to continue operation (e.g.: schools buying printers for office use)<sup id="cite_ref-:0_5-4" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading3"><h3 id="B2C_marketing">B2C marketing</h3></div> <p>Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people. </p><p>Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently the term B2C refers to the online selling of consumer products.< </p> <div class="mw-heading mw-heading3"><h3 id="C2B_marketing">C2B marketing</h3></div> <p>Consumer-to-business marketing or C2B marketing is a business model where the end consumers create products and services which are consumed by businesses and organizations. It is diametrically opposed to the popular concept of B2C or Business- to- Consumer where the companies make goods and services available to the end consumers. In this type of business model, businesses profit from consumers' willingness to name their own price or contribute data or marketing to the company, while consumers benefit from flexibility, direct payment, or free or reduced-price products and services. One of the major benefit of this type of business model is that it offers a company a competitive advantage in the market.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="C2C_marketing">C2C marketing</h3></div> <p><a href="/wiki/Customer_to_customer" title="Customer to customer">Customer to customer</a> marketing or C2C marketing represents a market environment where one customer purchases goods from another customer using a third-party business or platform to facilitate the transaction. C2C companies are a new type of model that has emerged with e-commerce technology and the sharing economy.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Differences_in_B2B_and_B2C_marketing">Differences in B2B and B2C marketing</h3></div> <p>The different goals of B2B and B2C marketing lead to differences in the B2B and B2C markets. The main differences in these markets are demand, purchasing volume, number of customers, customer concentration, distribution, buying nature, buying influences, negotiations, reciprocity, leasing and promotional methods.<sup id="cite_ref-:0_5-5" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <ul><li>Demand: B2B demand is derived because businesses buy products based on how much demand there is for the final consumer product. Businesses buy products based on customer's wants and needs. B2C demand is primarily because customers buy products based on their own wants and needs.<sup id="cite_ref-:0_5-6" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Purchasing volume: Businesses buy products in large volumes to distribute to consumers. Consumers buy products in smaller volumes suitable for personal use.<sup id="cite_ref-:0_5-7" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Number of customers: There are relatively fewer businesses to market to than direct consumers.<sup id="cite_ref-:0_5-8" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Customer concentration: Businesses that specialize in a particular market tend to be geographically concentrated while customers that buy products from these businesses are not concentrated.<sup id="cite_ref-:0_5-9" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Distribution: B2B products pass directly from the producer of the product to the business while B2C products may additionally go through a wholesaler or retailer.<sup id="cite_ref-:0_5-10" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Buying nature: B2B purchasing is a formal process done by professional buyers and sellers, while B2C purchasing is informal.<sup id="cite_ref-:0_5-11" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Buying influences: B2B purchasing is influenced by multiple people in various departments such as quality control, accounting, and logistics while B2C marketing is only influenced by the person making the purchase and possibly a few others.<sup id="cite_ref-:0_5-12" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Negotiations: In B2B marketing, negotiating for lower prices or added benefits is commonly accepted while in B2C marketing (particularly in Western cultures) prices are fixed.<sup id="cite_ref-:0_5-13" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Reciprocity: Businesses tend to buy from businesses they sell to. For example, a business that sells printer ink is more likely to buy office chairs from a supplier that buys the business's printer ink. In B2C marketing, this does not occur because consumers are not also selling products.<sup id="cite_ref-:0_5-14" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Leasing: Businesses tend to lease expensive items while consumers tend to save up to buy expensive items.<sup id="cite_ref-:0_5-15" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li>Promotional methods: In B2B marketing, the most common promotional method is personal selling. B2C marketing mostly uses sales promotion, public relations, advertising, and social media.<sup id="cite_ref-:0_5-16" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Marketing_management_orientations">Marketing management orientations</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/History_of_marketing#Orientations_or_philosophies_that_inform_marketing_practice" title="History of marketing">History of marketing § Orientations or philosophies that inform marketing practice</a></div> <p>A marketing orientation has been defined as a "philosophy of business management."<sup id="cite_ref-:5_6-1" class="reference"><a href="#cite_note-:5-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> or "a corporate state of mind"<sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> or as an "organizational culture."<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> Although scholars continue to debate the precise nature of specific concepts that inform marketing practice, the most commonly cited orientations are as follows:<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> </p> <ul><li>Product concept: mainly concerned with the quality of its product. It has largely been supplanted by the marketing orientation, except for haute couture and arts marketing.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup></li> <li>Production concept: specializes in producing as much as possible of a given product or service in order to achieve <a href="/wiki/Economies_of_scale" title="Economies of scale">economies of scale</a> or <a href="/wiki/Economies_of_scope" title="Economies of scope">economies of scope</a>. It dominated marketing practice from the 1860s to the 1930s, yet can still be found in some companies or industries. Specifically, Kotler and Armstrong note that the production philosophy is "one of the oldest philosophies that guides sellers... [and] is still useful in some situations."<sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup></li> <li>Selling concept: focuses on the selling/promotion of the firm's existing products, rather than developing new products to satisfy unmet needs or wants primarily through promotion and direct sales techniques,<sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> largely for "unsought goods"<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup> in industrial companies.<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> A 2011 meta analyses<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> found that the factors with the greatest impact on sales performance are a salesperson's sales related knowledge (market segments, presentation skills, conflict resolution, and products), degree of adaptiveness, role clarity, cognitive aptitude, motivation and interest in a sales role).</li></ul> <ul><li>Marketing concept: This is the most common concept used in contemporary marketing, and is a customer-centric approach based on products that suit new consumer tastes. These firms engage in extensive <a href="/wiki/Market_research" title="Market research">market research</a>, use R&D (Research & Development), and then use promotion techniques.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">[</span>47<span class="cite-bracket">]</span></a></sup> The marketing orientation includes: <ul><li><i>Customer orientation</i>: A firm in the <a href="/wiki/Market_economy" title="Market economy">market economy</a> can survive by producing <a href="/wiki/Goods" title="Goods">goods</a> that people are willing and able to buy. Consequently, ascertaining <a href="/wiki/Consumer_demand" class="mw-redirect" title="Consumer demand">consumer demand</a> is vital for a <a href="/wiki/Business_entity" class="mw-redirect" title="Business entity">firm</a>'s future viability and even existence as a <a href="/wiki/Going_concern" title="Going concern">going concern</a>.</li> <li><i>Organizational orientation</i>: The marketing department is of prime importance within the functional level of an organization. Information from the marketing department is used to guide the actions of a company's other departments. A marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires. The production department would then start to manufacture the product. The finance department may oppose required capital expenditures since it could undermine a healthy cash flow for the organization.</li></ul></li> <li>Societal marketing concept: Social responsibility that goes beyond satisfying customers and providing superior <a href="/wiki/Value_(marketing)" title="Value (marketing)">value</a> embraces societal stakeholders such as employees, customers, and local communities. Companies that adopt this perspective typically practice <a href="/wiki/Triple_bottom_line" title="Triple bottom line">triple bottom line</a> reporting and publish financial, social and environmental impact reports. Sustainable marketing or <a href="/wiki/Green_marketing" title="Green marketing">green marketing</a> is an extension of societal marketing.<sup id="cite_ref-48" class="reference"><a href="#cite_note-48"><span class="cite-bracket">[</span>48<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="The_marketing_mix">The marketing mix</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Marketing_mix" title="Marketing mix">Marketing mix</a></div> <p>A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the <a href="/wiki/Marketing_plan" title="Marketing plan">marketing plan</a> typically devotes a section to the marketing mix. </p> <div class="mw-heading mw-heading3"><h3 id="The_4Ps">The 4Ps</h3></div> <p>The 4Ps refers to four broad categories of marketing decisions, namely: <i>product</i>, <i>price</i>, <i>promotion</i>, and <i>place</i>.<sup id="cite_ref-:6_7-1" class="reference"><a href="#cite_note-:6-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-49" class="reference"><a href="#cite_note-49"><span class="cite-bracket">[</span>49<span class="cite-bracket">]</span></a></sup> The origins of the 4 Ps can be traced to the late 1940s.<sup id="cite_ref-50" class="reference"><a href="#cite_note-50"><span class="cite-bracket">[</span>50<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-51" class="reference"><a href="#cite_note-51"><span class="cite-bracket">[</span>51<span class="cite-bracket">]</span></a></sup> The first known mention has been attributed to a Professor of Marketing at Harvard University, James Culliton.<sup id="cite_ref-52" class="reference"><a href="#cite_note-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> </p><p>The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy; who presented them within a managerial approach that covered <a href="/wiki/Market_analysis" title="Market analysis">analysis</a>, <a href="/wiki/Consumer_behaviour" title="Consumer behaviour">consumer behavior</a>, <a href="/wiki/Market_research" title="Market research">market research</a>, <a href="/wiki/Market_segmentation" title="Market segmentation">market segmentation</a>, and <a href="/wiki/Project_planning" title="Project planning">planning</a>.<sup id="cite_ref-53" class="reference"><a href="#cite_note-53"><span class="cite-bracket">[</span>53<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-54" class="reference"><a href="#cite_note-54"><span class="cite-bracket">[</span>54<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Philip_Kotler" title="Philip Kotler">Phillip Kotler</a>, popularised this approach and helped spread the 4 Ps model.<sup id="cite_ref-55" class="reference"><a href="#cite_note-55"><span class="cite-bracket">[</span>55<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:02_56-0" class="reference"><a href="#cite_note-:02-56"><span class="cite-bracket">[</span>56<span class="cite-bracket">]</span></a></sup> McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.<sup id="cite_ref-57" class="reference"><a href="#cite_note-57"><span class="cite-bracket">[</span>57<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-58" class="reference"><a href="#cite_note-58"><span class="cite-bracket">[</span>58<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Schultz_59-0" class="reference"><a href="#cite_note-Schultz-59"><span class="cite-bracket">[</span>59<span class="cite-bracket">]</span></a></sup> </p> <figure typeof="mw:File/Thumb"><a href="/wiki/File:Marketing_Mix_4P.svg" class="mw-file-description"><img alt="The 4Ps of the marketing mix stand for product, price, place and promotion" src="//upload.wikimedia.org/wikipedia/commons/thumb/c/c1/Marketing_Mix_4P.svg/278px-Marketing_Mix_4P.svg.png" decoding="async" width="278" height="113" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/c/c1/Marketing_Mix_4P.svg/417px-Marketing_Mix_4P.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/c/c1/Marketing_Mix_4P.svg/556px-Marketing_Mix_4P.svg.png 2x" data-file-width="326" data-file-height="133" /></a><figcaption>One version of the marketing mix is the 4Ps method.</figcaption></figure> <div class="mw-heading mw-heading4"><h4 id="Outline">Outline</h4></div> <dl><dt><a href="/wiki/Product_(business)" title="Product (business)">Product</a></dt> <dd>The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the <a href="/wiki/End-user" class="mw-redirect" title="End-user">end-user</a>'s needs and wants. The product element consists of product design, new product innovation, branding, packaging, and labeling. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. <a href="/wiki/Brand" title="Brand">Branding</a>, a key aspect of the product management, refers to the various methods of communicating a brand identity for the product, <a href="/wiki/Brand" title="Brand">brand</a>, or company.<sup id="cite_ref-:1_60-0" class="reference"><a href="#cite_note-:1-60"><span class="cite-bracket">[</span>60<span class="cite-bracket">]</span></a></sup></dd> <dt><a href="/wiki/Pricing" title="Pricing">Pricing</a></dt> <dd>This refers to the process of setting a <a href="/wiki/Price" title="Price">price</a> for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of <a href="/wiki/Pricing_science" title="Pricing science">pricing science</a>.<sup id="cite_ref-:2_61-0" class="reference"><a href="#cite_note-:2-61"><span class="cite-bracket">[</span>61<span class="cite-bracket">]</span></a></sup></dd> <dt>Place (or <a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">distribution</a>)</dt> <dd>This refers to how the product gets to the customer; the distribution channels and intermediaries such as wholesalers and <a href="/wiki/Retailer" class="mw-redirect" title="Retailer">retailers</a> who enable customers to access products or services in a convenient manner. This third P has also sometimes been called <i>Place</i> or <i>Placement</i>, referring to the channel by which a product or service is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales.<sup id="cite_ref-:2_61-1" class="reference"><a href="#cite_note-:2-61"><span class="cite-bracket">[</span>61<span class="cite-bracket">]</span></a></sup></dd> <dt><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></dt> <dd>This includes all aspects of marketing communications: <a href="/wiki/Advertising" title="Advertising">advertising</a>, <a href="/wiki/Sales_promotion" title="Sales promotion">sales promotion</a>, including <a href="/wiki/Promotional_education" class="mw-redirect" title="Promotional education">promotional education</a>, <a href="/wiki/Public_relations" title="Public relations">public relations</a>, <a href="/wiki/Sales" title="Sales">personal selling</a>, <a href="/wiki/Product_placement" title="Product placement">product placement</a>, <a href="/wiki/Branded_entertainment" class="mw-redirect" title="Branded entertainment">branded entertainment</a>, event marketing, trade shows, and <a href="/wiki/Exhibitions" class="mw-redirect" title="Exhibitions">exhibitions</a>. This fourth P is focused on providing a message to get a response from consumers. The message is designed to persuade or tell a story to create awareness.<sup id="cite_ref-:2_61-2" class="reference"><a href="#cite_note-:2-61"><span class="cite-bracket">[</span>61<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-62" class="reference"><a href="#cite_note-62"><span class="cite-bracket">[</span>62<span class="cite-bracket">]</span></a></sup></dd></dl> <div class="mw-heading mw-heading4"><h4 id="Criticisms">Criticisms</h4></div> <p>One of the limitations of the 4Ps approach is its emphasis on an inside-out view.<sup id="cite_ref-63" class="reference"><a href="#cite_note-63"><span class="cite-bracket">[</span>63<span class="cite-bracket">]</span></a></sup> An <i>inside-out</i> approach is the traditional planning approach where the organization identifies its desired goals and objectives, which are often based around what has always been done. Marketing's task then becomes one of "selling" the organization's products and messages to the "outside" or external stakeholders.<sup id="cite_ref-:1_60-1" class="reference"><a href="#cite_note-:1-60"><span class="cite-bracket">[</span>60<span class="cite-bracket">]</span></a></sup> In contrast, an <i>outside-in</i> approach first seeks to understand the needs and wants of the consumer.<sup id="cite_ref-64" class="reference"><a href="#cite_note-64"><span class="cite-bracket">[</span>64<span class="cite-bracket">]</span></a></sup> </p><p>From a model-building perspective, the 4 Ps has attracted a number of criticisms. Well-designed models should exhibit clearly defined categories that are mutually exclusive, with no overlap. Yet, the 4 Ps model has extensive overlapping problems. Several authors stress the hybrid nature of the fourth P, mentioning the presence of two important dimensions, "communication" (general and informative communications such as public relations and corporate communications) and "promotion" (persuasive communications such as advertising and direct selling). Certain marketing activities, such as personal selling, may be classified as either <i>promotion</i> or as part of the place (i.e., distribution) element.<sup id="cite_ref-65" class="reference"><a href="#cite_note-65"><span class="cite-bracket">[</span>65<span class="cite-bracket">]</span></a></sup> Some pricing tactics, such as promotional pricing, can be classified as price variables or promotional variables and, therefore, also exhibit some overlap. </p><p>Other important criticisms include that the marketing mix lacks a strategic framework and is, therefore, unfit to be a planning instrument, particularly when uncontrollable, external elements are an important aspect of the marketing environment.<sup id="cite_ref-66" class="reference"><a href="#cite_note-66"><span class="cite-bracket">[</span>66<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Modifications_and_extensions">Modifications and extensions</h4></div> <p>To overcome the deficiencies of the 4P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's are often included in cases such as services marketing where unique characteristics (i.e. intangibility, perishability, heterogeneity and the inseparability of production and consumption) warrant additional consideration factors. Other extensions include "people", "process", and "physical evidence" and are often applied in the case of <a href="/wiki/Services_marketing" title="Services marketing">services marketing</a>.<sup id="cite_ref-67" class="reference"><a href="#cite_note-67"><span class="cite-bracket">[</span>67<span class="cite-bracket">]</span></a></sup> Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing. </p> <div class="mw-heading mw-heading3"><h3 id="The_4Cs">The 4Cs</h3></div> <p>In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990.<sup id="cite_ref-Lauterborn_68-0" class="reference"><a href="#cite_note-Lauterborn-68"><span class="cite-bracket">[</span>68<span class="cite-bracket">]</span></a></sup> His classification is a more consumer-orientated version of the 4 Ps<sup id="cite_ref-Kotlerkeller_69-0" class="reference"><a href="#cite_note-Kotlerkeller-69"><span class="cite-bracket">[</span>69<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RodriguezRabanalRubio_70-0" class="reference"><a href="#cite_note-RodriguezRabanalRubio-70"><span class="cite-bracket">[</span>70<span class="cite-bracket">]</span></a></sup> that attempts to better fit the movement from <a href="/wiki/Mass_marketing" title="Mass marketing">mass marketing</a> to <a href="/wiki/Niche_market" title="Niche market">niche marketing</a>.<sup id="cite_ref-Lauterborn_68-1" class="reference"><a href="#cite_note-Lauterborn-68"><span class="cite-bracket">[</span>68<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-DM_71-0" class="reference"><a href="#cite_note-DM-71"><span class="cite-bracket">[</span>71<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-An_analysis_of_the_virtual_value_ch_72-0" class="reference"><a href="#cite_note-An_analysis_of_the_virtual_value_ch-72"><span class="cite-bracket">[</span>72<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading4"><h4 id="Outline_2">Outline</h4></div> <p><b>Consumer (or client)</b> </p><p>The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.<sup id="cite_ref-:3_8-1" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p><b>Cost</b> </p><p>Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.<sup id="cite_ref-:3_8-2" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p><b>Convenience</b> </p><p>Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.<sup id="cite_ref-:3_8-3" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p><b>Communication</b> </p><p>Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.<sup id="cite_ref-:3_8-4" class="reference"><a href="#cite_note-:3-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Environment">Environment</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Market_environment" title="Market environment">Market environment</a></div> <p>The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are: </p> <ul><li>The macro-environment (<a href="/wiki/Macromarketing" title="Macromarketing">Macromarketing</a>), over which a firm holds little control, consists of a variety of external factors that manifest on a large (or macro) scale. These include: economic, social, political and technological factors. A common method of assessing a firm's macro-environment is via a PESTLE (Political, Economic, Social, Technological, Legal, Ecological) analysis. Within a <a href="/wiki/PESTLE_analysis" class="mw-redirect" title="PESTLE analysis">PESTLE analysis</a>, a firm would analyze national political issues, culture and climate, key <a href="/wiki/Macroeconomics" title="Macroeconomics">macroeconomic</a> conditions, health and indicators (such as economic growth, <a href="/wiki/Inflation" title="Inflation">inflation</a>, <a href="/wiki/Unemployment" title="Unemployment">unemployment</a>, etc.), <a href="/wiki/Social_Trends" title="Social Trends">social trends</a>/attitudes, and the nature of technology's impact on its society and the business processes within the society.<sup id="cite_ref-:4_9-1" class="reference"><a href="#cite_note-:4-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup></li> <li>The micro-environment, over which a firm holds a greater amount (though not necessarily total) control, typically includes: Customers/<a href="/wiki/Consumer" title="Consumer">consumers</a>, <a href="/wiki/Employees" class="mw-redirect" title="Employees">Employees</a>, <a href="/wiki/Suppliers" class="mw-redirect" title="Suppliers">Suppliers</a> and the <a href="/wiki/Media_(communication)" title="Media (communication)">Media</a>. In contrast to the macro-environment, an organization holds a greater (though not complete) degree of control over these factors.<sup id="cite_ref-:4_9-2" class="reference"><a href="#cite_note-:4-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup></li> <li>The internal environment, which includes the factors inside of the company itself.<sup id="cite_ref-:4_9-3" class="reference"><a href="#cite_note-:4-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> A firm's internal environment consists of: Labor, Inventory, Company Policy, Logistics, Budget, and Capital Assets.<sup id="cite_ref-:4_9-4" class="reference"><a href="#cite_note-:4-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Research">Research</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></div><p>Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers. A distinction should be made between <i><b>marketing</b></i> research and <i><b>market</b></i> research. Market research involves gathering information about a particular target market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Market research is a subset of marketing research.<sup id="cite_ref-:9_10-1" class="reference"><a href="#cite_note-:9-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> (Avoiding the word consumer, which shows up in both,<sup id="cite_ref-73" class="reference"><a href="#cite_note-73"><span class="cite-bracket">[</span>73<span class="cite-bracket">]</span></a></sup> market research is about distribution, while marketing research encompasses distribution, advertising effectiveness, and salesforce effectiveness).<sup id="cite_ref-74" class="reference"><a href="#cite_note-74"><span class="cite-bracket">[</span>74<span class="cite-bracket">]</span></a></sup> </p><p>The stages of research include: </p> <ul><li>Define the problem</li> <li>Plan research</li> <li>Research</li> <li>Interpret data</li> <li>Implement findings<sup id="cite_ref-:7_11-1" class="reference"><a href="#cite_note-:7-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup></li></ul> <p>Well-known academic journals in the field of marketing with the best rating in VHB-Jourqual and Academic Journal Guide, an impact factor of more than 5 in the <a href="/wiki/Social_Sciences_Citation_Index" title="Social Sciences Citation Index">Social Sciences Citation Index</a> and an <a href="/wiki/H-index" title="H-index">h-index</a> of more than 130 in the <a href="/wiki/SCImago_Journal_Rank" title="SCImago Journal Rank">SCImago Journal Rank</a> are </p> <ul><li><a href="/wiki/Journal_of_Consumer_Research" title="Journal of Consumer Research">Journal of Consumer Research</a></li> <li><a href="/wiki/Journal_of_Marketing" title="Journal of Marketing">Journal of Marketing</a></li> <li><a href="/wiki/Journal_of_Marketing_Research" title="Journal of Marketing Research">Journal of Marketing Research</a></li> <li><a href="/wiki/Marketing_Science" class="mw-redirect" title="Marketing Science">Marketing Science</a></li></ul> <p>These are also designated as Premier AMA Journals by the American Marketing Association. </p> <div class="mw-heading mw-heading2"><h2 id="Segmentation">Segmentation</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Market_segmentation" title="Market segmentation">Market segmentation</a></div> <p>Market segmentation consists of taking the total heterogeneous market for a product and dividing it into several sub-markets or segments, each of which tends to be homogeneous in all significant aspects.<sup id="cite_ref-:8_12-1" class="reference"><a href="#cite_note-:8-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> The process is conducted for two main purposes: better allocation of a firm's finite resources and to better serve the more diversified tastes of contemporary consumers. A firm only possesses a certain amount of resources. Thus, it must make choices (and appreciate the related costs) in servicing specific groups of consumers. Moreover, with more diversity in the tastes of modern consumers, firms are noting the benefit of servicing a multiplicity of new markets. </p><p>Market segmentation can be defined in terms of the <a href="/wiki/Segmenting-targeting-positioning" title="Segmenting-targeting-positioning">STP</a> acronym, meaning <a href="/wiki/Segmenting-targeting-positioning" title="Segmenting-targeting-positioning">Segmentation, Targeting, and Positioning</a>. </p><p><b>Segmentation</b> involves the initial splitting up of consumers into persons of like needs/wants/tastes. Commonly used criteria include: </p> <ul><li><b>Geographic</b> (such as a country, region, city, town)</li> <li><b>Psychographic</b> (e.g. personality traits or lifestyle traits which influence consumer behaviour)</li> <li><b>Demographic</b> (e.g. age, gender, socio-economic class, education)</li> <li><b>Gender</b></li> <li><b>Income</b></li> <li><b>Life-Cycle</b> (e.g. Baby Boomer, Generation X, Millennial, Generation Z)</li> <li><b>Lifestyle</b> (e.g. tech savvy, active)</li> <li><b>Behavioral</b> (e.g. brand loyalty, usage rate)<sup id="cite_ref-75" class="reference"><a href="#cite_note-75"><span class="cite-bracket">[</span>75<span class="cite-bracket">]</span></a></sup></li></ul> <p>Once a segment has been identified to target, a firm must ascertain whether the segment is beneficial for them to service. The <i>DAMP</i> acronym is used as criteria to gauge the viability of a target market. The elements of DAMP are: </p> <ul><li><b>Discernable</b> – how a segment can be differentiated from other segments.</li> <li><b>Accessible</b> – how a segment can be accessed via Marketing Communications produced by a firm</li> <li><b>Measurable</b> – can the segment be quantified and its size determined?</li> <li><b>Profitable</b> – can a sufficient return on investment be attained from a segment's servicing?</li></ul> <p>The next step in the targeting process is the level of <a href="/wiki/Differentiation_(economics)" class="mw-redirect" title="Differentiation (economics)">differentiation</a> involved in a segment serving. Three modes of differentiation exist, which are commonly applied by firms. These are: </p> <ul><li><b>Undifferentiated</b> – where a company produces a like product for all of a market segment</li> <li><b>Differentiated</b> – in which a firm produced slight modifications of a product within a segment</li> <li><b><a href="/wiki/Niche_market" title="Niche market">Niche</a></b> – in which an organization forges a product to satisfy a specialized target market</li></ul> <p><i><a href="/wiki/Positioning_(marketing)" title="Positioning (marketing)"><b>Positioning</b></a></i> concerns how to position a product in the minds of consumers and inform what attributes differentiate it from the competitor's products. A firm often performs this by producing a perceptual map, which denotes similar products produced in the same industry according to how consumers perceive their price and quality. From a product's placing on the map, a firm would tailor its marketing communications to meld with the product's perception among consumers and its position among competitors' offering.<sup id="cite_ref-76" class="reference"><a href="#cite_note-76"><span class="cite-bracket">[</span>76<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Promotional_mix">Promotional mix</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Integrated_marketing_communications" class="mw-redirect" title="Integrated marketing communications">Integrated marketing communications</a> and <a href="/wiki/Promotional_mix" title="Promotional mix">Promotional mix</a></div> <p>The promotional mix outlines how a company will market its product. It consists of five tools: personal selling, sales promotion, public relations, advertising and social media: </p> <ul><li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a> involves a presentation given by a salesperson to an individual or a group of potential customers. It enables two-way communication and relationship building, and is most commonly seen in business-to-business marketing but can also be found in business-to-consumer marketing (e.g.: selling cars at a dealership).<sup id="cite_ref-:0_5-17" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li></ul> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some,_Tireli,_Mali_1989.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/5/53/ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg/220px-ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg" decoding="async" width="220" height="338" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/5/53/ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg/330px-ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/5/53/ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg/440px-ASC_Leiden_-_W.E.A._van_Beek_Collection_-_Dogon_markets_21_-_Women_selling_their_beer_warn_the_photographer_that_he_also_has_to_buy_some%2C_Tireli%2C_Mali_1989.jpg 2x" data-file-width="2144" data-file-height="3296" /></a><figcaption>Personal selling: Young female beer sellers admonish the photographer that he also has to buy some, Tireli market, Mali 1989</figcaption></figure> <ul><li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a> involves short-term incentives to encourage the buying of products. Examples of these incentives include free samples, contests, premiums, trade shows, giveaways, coupons, sweepstakes and games. Depending on the incentive, one or more of the other elements of the promotional mix may be used in conjunction with sales promotion to inform customers of the incentives.<sup id="cite_ref-:0_5-18" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li><a href="/wiki/Public_relations" title="Public relations">Public relations</a> is the use of media tools to promote and monitor for a positive view of a company or product in the public's eye. The goal is to either sustain a positive opinion or lessen or change a negative opinion. It can include interviews, speeches/presentations, corporate literature, social media, news releases and special events.<sup id="cite_ref-:0_5-19" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <li><a href="/wiki/Advertising" title="Advertising">Advertising</a> occurs when a firm directly pays a media channel, directly via an in-house agency<sup id="cite_ref-MarketingInHouse.NYT2019_77-0" class="reference"><a href="#cite_note-MarketingInHouse.NYT2019-77"><span class="cite-bracket">[</span>77<span class="cite-bracket">]</span></a></sup> or via an advertising agency or media buying service, to publicize its product, service or message. Common examples of advertising media include:</li></ul> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 22em;"> <ul><li>TV</li> <li>Radio</li> <li>Magazines</li> <li>Online</li> <li>Billboards</li> <li>Event sponsorship</li> <li><a href="/wiki/Advertising_mail" title="Advertising mail">Advertising mail</a> (direct mail)</li> <li>Transit ads<sup id="cite_ref-:0_5-20" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li></ul></div> <li><a href="/wiki/Social_media_marketing" title="Social media marketing">Social media</a> is used to facilitate two-way communication between companies and their customers. Outlets such as <a href="/wiki/Facebook" title="Facebook">Facebook</a>, <a href="/wiki/Instagram" title="Instagram">Instagram</a>, <a href="/wiki/Twitter" title="Twitter">Twitter</a>, <a href="/wiki/Tumblr" title="Tumblr">Tumblr</a>, <a href="/wiki/Pinterest" title="Pinterest">Pinterest</a>, <a href="/wiki/Snapchat" title="Snapchat">Snapchat</a>, <a href="/wiki/TikTok" title="TikTok">Tik Tok</a> and <a href="/wiki/YouTube" title="YouTube">YouTube</a> allow brands to start a conversation with regular and prospective customers. Viral marketing can be greatly facilitated by social media and if successful, allows key marketing messages and content in reaching a large number of target audiences within a short time frame. These platforms can also house advertising and public relations content.<sup id="cite_ref-:0_5-21" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></li> <div class="mw-heading mw-heading2"><h2 id="Marketing_plan">Marketing plan</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Marketing_plan" title="Marketing plan">Marketing plan</a></div> <p>The area of marketing planning involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, the introduction of a new product, the revision of current marketing strategies for existing products, as well as an organisation's overall marketing strategy. The <a href="/wiki/Plan" title="Plan">plan</a> is created to accomplish specific marketing objectives, outlining a company's <a href="/wiki/Advertising" title="Advertising">advertising</a> and marketing efforts for a given period, describing the current marketing position of a business, and discussing the target market and <a href="/wiki/Marketing_mix" title="Marketing mix">marketing mix</a> to be used to achieve marketing goals. </p><p>An organization's marketing planning process is derived from its overall business strategy. Marketing plans start by identifying customer needs through market research and how the business can satisfy these needs. The marketing plan also shows what actions will be taken and what resources will be used to achieve the planned objectives. </p><p>Marketing objectives are typically broad-based in nature, and pertain to the general vision of the firm in the short, medium or long-term. As an example, if one pictures a group of companies (or a <a href="/wiki/Conglomerate_(company)" title="Conglomerate (company)">conglomerate</a>), the objective might be to increase the group's sales by 25% over a ten-year period. </p> <div class="mw-heading mw-heading2"><h2 id="Product_life_cycle">Product life cycle</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Product_life-cycle_management_(marketing)" title="Product life-cycle management (marketing)">Product life-cycle management (marketing)</a></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Product_life_cycle.png" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/f8/Product_life_cycle.png/220px-Product_life_cycle.png" decoding="async" width="220" height="130" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/f8/Product_life_cycle.png/330px-Product_life_cycle.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/f8/Product_life_cycle.png/440px-Product_life_cycle.png 2x" data-file-width="507" data-file-height="300" /></a><figcaption><a href="/wiki/Product_lifecycle" title="Product lifecycle">Product lifecycle</a>, with the assumption of four major phases: introduction, growth, maturity, and decline. Curve of sales as a function of the time of the product on the market. After a plateau in sales at product maturity, a steep decline can follow.</figcaption></figure> <p>The <a href="/wiki/Product_lifecycle" title="Product lifecycle">product life cycle</a> (PLC) is a tool used by marketing managers to gauge the progress of a product, especially relating to sales or revenue accrued over time. The PLC is based on a few key assumptions, including: </p> <ul><li>A given product would possess introduction, growth, maturity, and decline stage</li> <li>No product lasts perpetually on the market</li> <li>A firm must employ differing <a href="/wiki/Marketing_strategies_for_product_software" class="mw-redirect" title="Marketing strategies for product software">strategies</a>, according to where a product is on the PLC</li></ul> <p>In the <b>introduction</b> stage, a product is launched onto the market. To stimulate the growth of sales/revenue, use of advertising may be high, in order to heighten awareness of the product in question. </p><p>During the <b>growth</b> stage, the product's sales/revenue is increasing, which may stimulate more marketing communications to sustain sales. More entrants enter into the market, to reap the apparent high profits that the industry is producing. </p><p>When the product hits <b>maturity</b>, its starts to level off, and an increasing number of entrants to a market produce price falls for the product. Firms may use sales promotions to raise sales. </p><p>During <b>decline</b>, demand for a good begins to taper off, and the firm may opt to discontinue the manufacture of the product. This is so, if revenue for the product comes from efficiency savings in production, over actual sales of a good/service. However, if a product services a niche market, or is complementary to another product, it may continue the manufacture of the product, despite a low level of sales/revenue being accrued.<sup id="cite_ref-:0_5-22" class="reference"><a href="#cite_note-:0-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Outline_of_marketing" title="Outline of marketing">Outline of marketing</a></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1184024115"><div class="div-col" style="column-width: 15em;"> <ul><li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Advertising" title="Advertising">Advertising</a> <ul><li><a href="/wiki/History_of_advertising" title="History of advertising">History of advertising</a></li> <li><a href="/wiki/Online_Advertising" class="mw-redirect" title="Online Advertising">Online Advertising</a></li> <li><a href="/wiki/Sex_in_Advertising" class="mw-redirect" title="Sex in Advertising">Sex in Advertising</a></li></ul></li> <li><a href="/wiki/Advertising_management" title="Advertising management">Advertising management</a></li> <li><a href="/wiki/Affinity_marketing" title="Affinity marketing">Affinity marketing</a></li> <li><a href="/wiki/Agile_marketing" title="Agile marketing">Agile marketing</a></li> <li><a href="/wiki/American_business_history" title="American business history">American business history</a></li> <li><a href="/wiki/B2B_Marketing" class="mw-redirect" title="B2B Marketing">B2B Marketing</a></li> <li><a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a></li> <li><a href="/wiki/Consumer_confusion" title="Consumer confusion">Consumer confusion</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Content_marketing" title="Content marketing">Content marketing</a></li> <li><a href="/wiki/Database_marketing" title="Database marketing">Database marketing</a></li> <li><a href="/wiki/Demand_chain" title="Demand chain">Demand chain</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Email_remarketing" title="Email remarketing">Email remarketing</a></li> <li><a href="/wiki/Family_in_advertising" title="Family in advertising">Family in advertising</a></li> <li><a href="/wiki/Guerrilla_marketing" title="Guerrilla marketing">Guerrilla marketing</a></li> <li><a href="/wiki/History_of_marketing" title="History of marketing">History of marketing</a></li> <li><a href="/wiki/Internet_marketing" class="mw-redirect" title="Internet marketing">Internet marketing</a></li> <li><a href="/wiki/List_of_marketing_terms" title="List of marketing terms">List of marketing terms</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Macromarketing" title="Macromarketing">Macromarketing</a></li> <li><a href="/wiki/Marketing_management" title="Marketing management">Marketing management</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">Marketing mix</a></li> <li><a href="/wiki/Marketing_science" title="Marketing science">Marketing science</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Marketing strategy</a></li> <li><a href="/wiki/Micromarketing" title="Micromarketing">Micromarketing</a></li> <li><a href="/wiki/Media_manipulation" title="Media manipulation">Media manipulation</a></li> <li><a href="/wiki/Meta_marketing" title="Meta marketing">Meta marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Multicultural_marketing" title="Multicultural marketing">Multicultural marketing</a></li> <li><a href="/wiki/Product_management" title="Product management">Product management</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Production_orientation" class="mw-redirect" title="Production orientation">Production orientation</a></li> <li><a href="/wiki/Public_Sector_Marketing" class="mw-redirect" title="Public Sector Marketing">Public Sector Marketing</a></li> <li><a href="/wiki/Real-time_marketing" title="Real-time marketing">Real-time marketing</a></li> <li><a href="/wiki/Return_on_marketing_investment" title="Return on marketing investment">Return on marketing investment</a> (ROMI)</li> <li><a href="/wiki/Relationship_marketing" title="Relationship marketing">Relationship marketing</a></li> <li><a href="/wiki/Search_Engine_Marketing" class="mw-redirect" title="Search Engine Marketing">Search Engine Marketing</a></li> <li><a href="/wiki/Services_marketing" title="Services marketing">Services marketing</a></li> <li><a href="/wiki/Smarketing" title="Smarketing">Smarketing</a></li> <li><a href="/wiki/Societal_marketing" title="Societal marketing">Societal marketing</a></li> <li><a href="/wiki/Social_media_marketing" title="Social media marketing">Social media marketing</a></li> <li><a href="/wiki/Sustainable_market_orientation" title="Sustainable market orientation">Sustainable market orientation</a></li> <li><a href="/wiki/Visual_marketing" title="Visual marketing">Visual marketing</a></li> <li><a href="/wiki/Viral_Marketing" class="mw-redirect" title="Viral Marketing">Viral Marketing</a></li> <li><a href="/wiki/Web_marketing" class="mw-redirect" title="Web marketing">Web marketing</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth marketing</a></li></ul></div> <div class="mw-heading mw-heading3"><h3 id="Types_of_marketing">Types of marketing</h3></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1184024115"><div class="div-col" style="column-width: 15em;"> <ul><li><a href="/wiki/Agricultural_marketing" title="Agricultural marketing">Agricultural marketing</a></li> <li><a href="/wiki/Business_marketing" title="Business marketing">Business marketing</a> and <a href="/wiki/Industrial_marketing" title="Industrial marketing">industrial marketing</a></li> <li><a href="/wiki/Destination_marketing" class="mw-redirect" title="Destination marketing">Destination marketing</a></li> <li><a href="/wiki/Global_marketing" title="Global marketing">Global marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Relationship_marketing" title="Relationship marketing">Relationship marketing</a></li> <li><a href="/wiki/Services_marketing" title="Services marketing">Services marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li></ul></div> <div class="mw-heading mw-heading3"><h3 id="Marketing_orientations_or_philosophies">Marketing orientations or philosophies</h3></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1184024115"><div class="div-col" style="column-width: 15em;"> <ul><li><a href="/wiki/History_of_marketing#The_marketing_orientation" title="History of marketing">Marketing orientation</a></li> <li><a href="/wiki/Production_orientation" class="mw-redirect" title="Production orientation">Production orientation</a></li> <li><a href="/wiki/History_of_marketing#Selling_orientation" title="History of marketing">Selling orientation</a></li> <li><a href="/wiki/Socially_responsible_marketing" title="Socially responsible marketing">Socially responsible marketing</a> and <a href="/wiki/Corporate_social_responsibility" title="Corporate social responsibility">corporate social responsibility</a></li> <li><a href="/wiki/Relationship_marketing" title="Relationship marketing">Relationship marketing</a> and <a href="/wiki/Customer_relationship_management" title="Customer relationship management">customer relationship management</a></li></ul></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-The_Real_Story-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-The_Real_Story_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output 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"New Marketing Litany: Four Ps Passé: C-Words Take Over". <i>Advertising Age</i>. <b>61</b> (41): 26.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Advertising+Age&rft.atitle=New+Marketing+Litany%3A+Four+Ps+Pass%C3%A9%3A+C-Words+Take+Over&rft.volume=61&rft.issue=41&rft.pages=26&rft.date=1990&rft.aulast=Lauterborn&rft.aufirst=B&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-Kotlerkeller-69"><span class="mw-cite-backlink"><b><a href="#cite_ref-Kotlerkeller_69-0">^</a></b></span> <span class="reference-text">Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US</span> </li> <li id="cite_note-RodriguezRabanalRubio-70"><span class="mw-cite-backlink"><b><a href="#cite_ref-RodriguezRabanalRubio_70-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFRodríguezRabanalRubio2017" class="citation journal cs1">Rodríguez, Ismael; Rabanal, Pablo; Rubio, Fernando (2017). <a rel="nofollow" class="external text" href="https://eprints.ucm.es/id/eprint/71696/1/productDesign.pdf">"Business Hacks"</a> <span class="cs1-format">(PDF)</span>. <i>Applied Soft Computing</i>. <b>55</b> (June 2017): <span class="nowrap">178–</span>196. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1016%2Fj.asoc.2017.01.036">10.1016/j.asoc.2017.01.036</a>. <a href="/wiki/ISSN_(identifier)" class="mw-redirect" title="ISSN (identifier)">ISSN</a> <a rel="nofollow" class="external text" href="https://search.worldcat.org/issn/1568-4946">1568-4946</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Applied+Soft+Computing&rft.atitle=Business+Hacks&rft.volume=55&rft.issue=June+2017&rft.pages=%3Cspan+class%3D%22nowrap%22%3E178-%3C%2Fspan%3E196&rft.date=2017&rft_id=info%3Adoi%2F10.1016%2Fj.asoc.2017.01.036&rft.issn=1568-4946&rft.aulast=Rodr%C3%ADguez&rft.aufirst=Ismael&rft.au=Rabanal%2C+Pablo&rft.au=Rubio%2C+Fernando&rft_id=https%3A%2F%2Feprints.ucm.es%2Fid%2Feprint%2F71696%2F1%2FproductDesign.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-DM-71"><span class="mw-cite-backlink"><b><a href="#cite_ref-DM_71-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFChaffeyEllis-Chadwick2012" class="citation book cs1">Chaffey, Dave; Ellis-Chadwick, Fiona (2012). <i>Digital marketing: strategy, implementation of and practice</i> (5th ed.). Harlow: Pearson Education.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Digital+marketing%3A+strategy%2C+implementation+of+and+practice&rft.place=Harlow&rft.edition=5th&rft.pub=Pearson+Education&rft.date=2012&rft.aulast=Chaffey&rft.aufirst=Dave&rft.au=Ellis-Chadwick%2C+Fiona&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-An_analysis_of_the_virtual_value_ch-72"><span class="mw-cite-backlink"><b><a href="#cite_ref-An_analysis_of_the_virtual_value_ch_72-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBhattEmdad2001" class="citation journal cs1">Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce". <i>Logistics Information Management</i>. <b>14</b> (1/2): <span class="nowrap">78–</span>85. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1108%2F09576050110362465">10.1108/09576050110362465</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Logistics+Information+Management&rft.atitle=An+analysis+of+the+virtual+value+chain+in+electronic+commerce&rft.volume=14&rft.issue=1%2F2&rft.pages=%3Cspan+class%3D%22nowrap%22%3E78-%3C%2Fspan%3E85&rft.date=2001&rft_id=info%3Adoi%2F10.1108%2F09576050110362465&rft.aulast=Bhatt&rft.aufirst=Ganesh+D&rft.au=Emdad%2C+Ali+F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-73"><span class="mw-cite-backlink"><b><a href="#cite_ref-73">^</a></b></span> <span class="reference-text">US Census data is both for Market research and for Marketing research: <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.census.gov/eos/www/napcs/finalized/web_54191_final_reformatted_edited_US082208.pdf">"NAPCS Product List for NAICS 54191: Marketing Research"</a> <span class="cs1-format">(PDF)</span>. <q>data collection services for marketing research and public opinion surveys, by methods other than ... data collection services provided as part of a market research services package that includes</q></cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=NAPCS+Product+List+for+NAICS+54191%3A+Marketing+Research&rft_id=https%3A%2F%2Fwww.census.gov%2Feos%2Fwww%2Fnapcs%2Ffinalized%2Fweb_54191_final_reformatted_edited_US082208.pdf&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-74"><span class="mw-cite-backlink"><b><a href="#cite_ref-74">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://marketing-insider.eu/difference-between-market-research-and-marketing-research">"Difference between Market Research and Marketing Research"</a>. 9 January 2018.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Difference+between+Market+Research+and+Marketing+Research&rft.date=2018-01-09&rft_id=https%3A%2F%2Fmarketing-insider.eu%2Fdifference-between-market-research-and-marketing-research&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-75"><span class="mw-cite-backlink"><b><a href="#cite_ref-75">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFMoorePareek2010" class="citation book cs1">Moore, Karl; Pareek, Niketh (2010). <i>Marketing: the Basics</i>. New York, NY: Routledge. pp. <span class="nowrap">38–</span>65. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-415-77899-2" title="Special:BookSources/978-0-415-77899-2"><bdi>978-0-415-77899-2</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Marketing%3A+the+Basics&rft.place=New+York%2C+NY&rft.pages=%3Cspan+class%3D%22nowrap%22%3E38-%3C%2Fspan%3E65&rft.pub=Routledge&rft.date=2010&rft.isbn=978-0-415-77899-2&rft.aulast=Moore&rft.aufirst=Karl&rft.au=Pareek%2C+Niketh&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-76"><span class="mw-cite-backlink"><b><a href="#cite_ref-76">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFMoutinho2000" class="citation book cs1">Moutinho, Luiz (2000). <span class="id-lock-limited" title="Free access subject to limited trial, subscription normally required"><a rel="nofollow" class="external text" href="https://archive.org/details/strategicmanagem00mout"><i>Strategic Management in Tourism</i></a></span>. New York, NY: CABI Publishing. pp. <a rel="nofollow" class="external text" href="https://archive.org/details/strategicmanagem00mout/page/n131">121</a>–166. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/9780851992822" title="Special:BookSources/9780851992822"><bdi>9780851992822</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Strategic+Management+in+Tourism&rft.place=New+York%2C+NY&rft.pages=121-166&rft.pub=CABI+Publishing&rft.date=2000&rft.isbn=9780851992822&rft.aulast=Moutinho&rft.aufirst=Luiz&rft_id=https%3A%2F%2Farchive.org%2Fdetails%2Fstrategicmanagem00mout&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> <li id="cite_note-MarketingInHouse.NYT2019-77"><span class="mw-cite-backlink"><b><a href="#cite_ref-MarketingInHouse.NYT2019_77-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFTiffany_Hsu2019" class="citation news cs1">Tiffany Hsu (28 October 2019). <a rel="nofollow" class="external text" href="https://www.nytimes.com/2019/10/28/business/media/advertising-industry-research.html">"The Advertising Industry Has a Problem: People Hate Ads"</a>. <i><a href="/wiki/The_New_York_Times" title="The New York Times">The New York Times</a></i>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=The+New+York+Times&rft.atitle=The+Advertising+Industry+Has+a+Problem%3A+People+Hate+Ads&rft.date=2019-10-28&rft.au=Tiffany+Hsu&rft_id=https%3A%2F%2Fwww.nytimes.com%2F2019%2F10%2F28%2Fbusiness%2Fmedia%2Fadvertising-industry-research.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="Bibliography">Bibliography</h2></div> <ul><li>Bartels, Robert, <i>The History of Marketing Thought,</i> Columbus, Ohio, Grid, (1976) 1988 <a rel="nofollow" class="external text" href="http://www.healthedpartners.org/ceu/hm/a02history_of_marketing_thought_by_bartels_hermans.pdf">online</a></li> <li><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation book cs1"><a href="/wiki/Clayton_M._Christensen" class="mw-redirect" title="Clayton M. Christensen">Christensen, Clayton M.</a> (1997). <span class="id-lock-registration" title="Free registration required"><a rel="nofollow" class="external text" href="https://archive.org/details/innovatorsdilem000chri"><i>The innovator's dilemma: when new technologies cause great firms to fail</i></a></span>. Boston, Massachusetts, US: <a href="/wiki/Harvard_Business_School_Press" class="mw-redirect" title="Harvard Business School Press">Harvard Business School Press</a>. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-87584-585-2" title="Special:BookSources/978-0-87584-585-2"><bdi>978-0-87584-585-2</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=The+innovator%27s+dilemma%3A+when+new+technologies+cause+great+firms+to+fail&rft.place=Boston%2C+Massachusetts%2C+US&rft.pub=Harvard+Business+School+Press&rft.date=1997&rft.isbn=978-0-87584-585-2&rft.aulast=Christensen&rft.aufirst=Clayton+M.&rft_id=https%3A%2F%2Farchive.org%2Fdetails%2Finnovatorsdilem000chri&rfr_id=info%3Asid%2Fen.wikipedia.org%3AMarketing" class="Z3988"></span></li> <li>Church, Roy and Godley, Andrew (eds), <i>The Emergence of Modern Marketing,</i> London, Frank Cass, 2003 <a rel="nofollow" class="external text" href="https://www.questia.com/read/108525510">online edition</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20091018111734/https://www.questia.com/read/108525510">Archived</a> 18 October 2009 at the <a href="/wiki/Wayback_Machine" title="Wayback Machine">Wayback Machine</a></li> <li>Hollander, Stanley C., Rassuli, Kathleen M.; Jones, D.G. Brian; Dix and Farlow, L., "Periodization in Marketing History", <i>Journal of Macromarketing,</i> Vol 25, no.1, 2005, pp. 32–41. <a rel="nofollow" class="external text" href="http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.391.9070&rep=rep1&type=pdf">online</a></li> <li>Tedlow, Richard S., and Jones, Geoffrey G. (eds), <i>The Rise and Fall of Mass Marketing,</i> Routledge, 2014</li> <li>Weitz, Barton A. and Robin Wensley (eds). <i>Handbook of Marketing,</i> 2002</li></ul> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2></div> <style data-mw-deduplicate="TemplateStyles:r1235681985">.mw-parser-output .side-box{margin:4px 0;box-sizing:border-box;border:1px solid #aaa;font-size:88%;line-height:1.25em;background-color:var(--background-color-interactive-subtle,#f8f9fa);display:flow-root}.mw-parser-output .side-box-abovebelow,.mw-parser-output .side-box-text{padding:0.25em 0.9em}.mw-parser-output .side-box-image{padding:2px 0 2px 0.9em;text-align:center}.mw-parser-output .side-box-imageright{padding:2px 0.9em 2px 0;text-align:center}@media(min-width:500px){.mw-parser-output .side-box-flex{display:flex;align-items:center}.mw-parser-output .side-box-text{flex:1;min-width:0}}@media(min-width:720px){.mw-parser-output .side-box{width:238px}.mw-parser-output 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tr+tr>.navbox-group,.mw-parser-output tr+tr>.navbox-image,.mw-parser-output tr+tr>.navbox-list{border-top:2px solid #fdfdfd}.mw-parser-output .navbox-title{background-color:#ccf}.mw-parser-output .navbox-abovebelow,.mw-parser-output .navbox-group,.mw-parser-output .navbox-subgroup .navbox-title{background-color:#ddf}.mw-parser-output .navbox-subgroup .navbox-group,.mw-parser-output .navbox-subgroup .navbox-abovebelow{background-color:#e6e6ff}.mw-parser-output .navbox-even{background-color:#f7f7f7}.mw-parser-output .navbox-odd{background-color:transparent}.mw-parser-output .navbox .hlist td dl,.mw-parser-output .navbox .hlist td ol,.mw-parser-output .navbox .hlist td ul,.mw-parser-output .navbox td.hlist dl,.mw-parser-output .navbox td.hlist ol,.mw-parser-output .navbox td.hlist ul{padding:0.125em 0}.mw-parser-output .navbox .navbar{display:block;font-size:100%}.mw-parser-output .navbox-title .navbar{float:left;text-align:left;margin-right:0.5em}body.skin--responsive .mw-parser-output .navbox-image img{max-width:none!important}@media print{body.ns-0 .mw-parser-output .navbox{display:none!important}}</style></div><div role="navigation" class="navbox" aria-labelledby="Marketing_topics28" style="padding:3px"><table class="nowraplinks mw-collapsible autocollapse navbox-inner" style="border-spacing:0;background:transparent;color:inherit"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing_topics" title="Template:Marketing topics"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing_topics" title="Template talk:Marketing topics"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing_topics" title="Special:EditPage/Template:Marketing topics"><abbr title="Edit this template">e</abbr></a></li></ul></div><div id="Marketing_topics28" style="font-size:114%;margin:0 4em">Marketing topics</div></th></tr><tr><th scope="row" class="navbox-group" style="width:1%">General</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a class="mw-selflink selflink">Marketing</a> <ul><li><a href="/wiki/History_of_marketing" title="History of marketing">History</a></li></ul></li> <li><a href="/wiki/List_of_marketing_terms" title="List of marketing terms">List of marketing terms</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based</a></li> <li><a href="/wiki/Marketing_management" title="Marketing management">Marketing management</a></li> <li><a href="/wiki/Marketing_mix" title="Marketing mix">Marketing mix</a></li> <li><a href="/wiki/Marketing_science" title="Marketing science">Marketing science</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Marketing strategy</a></li> <li><a href="/wiki/Micromarketing" title="Micromarketing">Micromarketing</a></li> <li><a href="/wiki/Media_manipulation" title="Media manipulation">Media manipulation</a></li> <li><a href="/wiki/Advertising" title="Advertising">Advertising</a> <ul><li><a href="/wiki/History_of_advertising" title="History of advertising">History of advertising</a></li> <li><a href="/wiki/Online_Advertising" class="mw-redirect" title="Online Advertising">Online Advertising</a></li></ul></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Types</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Advertising_management" title="Advertising management">Advertising management</a></li> <li><a href="/wiki/Affinity_marketing" title="Affinity marketing">Affinity marketing</a></li> <li><a href="/wiki/Agile_marketing" title="Agile marketing">Agile marketing</a></li> <li><a href="/wiki/American_business_history" title="American business history">American business history</a></li> <li><a href="/wiki/B2B_Marketing" class="mw-redirect" title="B2B Marketing">B2B Marketing</a></li> <li><a href="/wiki/Brand_awareness" title="Brand awareness">Brand awareness</a></li> <li><a href="/wiki/Consumer_confusion" title="Consumer confusion">Consumer confusion</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Content_marketing" title="Content marketing">Content marketing</a></li> <li><a href="/wiki/Database_marketing" title="Database marketing">Database marketing</a></li> <li><a href="/wiki/Demand_chain" title="Demand chain">Demand chain</a></li> <li><a href="/wiki/Email_remarketing" title="Email remarketing">Email remarketing</a></li> <li><a href="/wiki/Family_in_advertising" title="Family in advertising">Family in advertising</a></li> <li><a href="/wiki/Guerrilla_marketing" title="Guerrilla marketing">Guerrilla marketing</a></li> <li><a href="/wiki/Internet_marketing" class="mw-redirect" title="Internet marketing">Internet marketing</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Macromarketing" title="Macromarketing">Macromarketing</a></li> <li><a href="/wiki/Meta_marketing" title="Meta marketing">Meta marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Multicultural_marketing" title="Multicultural marketing">Multicultural marketing</a></li> <li><a href="/wiki/Product_management" title="Product management">Product management</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Production_orientation" class="mw-redirect" title="Production orientation">Production orientation</a></li> <li><a href="/wiki/Public_Sector_Marketing" class="mw-redirect" title="Public Sector Marketing">Public Sector Marketing</a></li> <li><a href="/wiki/Real-time_marketing" title="Real-time marketing">Real-time marketing</a></li> <li><a href="/wiki/Return_on_marketing_investment" title="Return on marketing investment">Return on marketing investment</a> (ROMI)</li> <li><a href="/wiki/Relationship_marketing" title="Relationship marketing">Relationship marketing</a></li> <li><a href="/wiki/Search_Engine_Marketing" class="mw-redirect" title="Search Engine Marketing">Search Engine Marketing</a></li> <li><a href="/wiki/Services_marketing" title="Services marketing">Services marketing</a></li> <li><a href="/wiki/Smarketing" title="Smarketing">Smarketing</a></li> <li><a href="/wiki/Societal_marketing" title="Societal marketing">Societal marketing</a></li> <li><a href="/wiki/Social_media_marketing" title="Social media marketing">Social media marketing</a></li> <li><a href="/wiki/Sustainable_market_orientation" title="Sustainable market orientation">Sustainable market orientation</a></li> <li><a href="/wiki/Visual_marketing" title="Visual marketing">Visual marketing</a></li> <li><a href="/wiki/Viral_Marketing" class="mw-redirect" title="Viral Marketing">Viral Marketing</a></li> <li><a href="/wiki/Web_marketing" class="mw-redirect" title="Web marketing">Web marketing</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth marketing</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Tools</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Focus_group" title="Focus group">Focus group</a></li> <li><i>Methods:</i></li> <li><a href="/wiki/Advertisement" class="mw-redirect" title="Advertisement">Advertisement</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Mass_psychology" class="mw-redirect" title="Mass psychology">Mass psychology</a></li> <li><a href="/wiki/Marketing_failure" title="Marketing failure">Marketing failure</a></li></ul> </div></td></tr></tbody></table></div> <div class="navbox-styles"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236075235"></div><div role="navigation" class="navbox" aria-labelledby="Media_manipulation238" style="padding:3px"><table class="nowraplinks mw-collapsible mw-collapsed navbox-inner" style="border-spacing:0;background:transparent;color:inherit"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Media_manipulation" title="Template:Media manipulation"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Media_manipulation" title="Template talk:Media manipulation"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Media_manipulation" title="Special:EditPage/Template:Media manipulation"><abbr title="Edit this template">e</abbr></a></li></ul></div><div id="Media_manipulation238" style="font-size:114%;margin:0 4em"><a href="/wiki/Media_manipulation" title="Media manipulation">Media manipulation</a></div></th></tr><tr><th scope="row" class="navbox-group" style="width:1%">Context</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Media_bias" title="Media bias">Bias</a></li> <li><a href="/wiki/Crowd_psychology" title="Crowd psychology">Crowd psychology</a></li> <li><a href="/wiki/Deception" title="Deception">Deception</a></li> <li><a href="/wiki/Dumbing_down" title="Dumbing down">Dumbing down</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Half-truth" title="Half-truth">Half-truths</a></li> <li><a href="/wiki/Mass_media" title="Mass media">Media</a></li> <li><a href="/wiki/Obfuscation" title="Obfuscation">Obfuscation</a></li> <li><a href="/wiki/Orwellian" title="Orwellian">Orwellian</a></li> <li><a href="/wiki/Persuasion" title="Persuasion">Persuasion</a></li> <li><a href="/wiki/Manipulation_(psychology)" title="Manipulation (psychology)">Manipulation (psychology)</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Activism" title="Activism">Activism</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Advocacy" title="Advocacy">Advocacy</a> <ul><li><a href="/wiki/Advocacy_group" title="Advocacy group">group</a></li></ul></li> <li><a href="/wiki/Alternative_media" title="Alternative media">Alternative media</a></li> <li><a href="/wiki/Boycott" title="Boycott">Boycott</a></li> <li><a href="/wiki/Call-out_culture" class="mw-redirect" title="Call-out culture">Call-out culture</a></li> <li><a href="/wiki/Cancel_culture" title="Cancel culture">Cancel culture</a></li> <li><a href="/wiki/Civil_disobedience" title="Civil disobedience">Civil disobedience</a></li> <li><a href="/wiki/Culture_jamming" title="Culture jamming">Culture jamming</a></li> <li><a href="/wiki/Political_demonstration" title="Political demonstration">Demonstrations</a></li> <li><a href="/wiki/Deplatforming" title="Deplatforming">Deplatforming</a></li> <li><a href="/wiki/Grassroots" title="Grassroots">Grassroots</a></li> <li><a href="/wiki/Guerrilla_communication" title="Guerrilla communication">Guerrilla communication</a></li> <li><a href="/wiki/Hacktivism" title="Hacktivism">Hacktivism</a></li> <li><a href="/wiki/Internet_activism" title="Internet activism">Internet</a></li> <li><a href="/wiki/Media_activism" title="Media activism">Media</a></li> <li><a href="/wiki/Occupation_(protest)" title="Occupation (protest)">Occupations</a></li> <li><a href="/wiki/Petition" title="Petition">Petitions</a></li> <li><a href="/wiki/Protest" title="Protest">Protests</a></li> <li><a href="/wiki/Youth_activism" title="Youth activism">Youth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Advertising" title="Advertising">Advertising</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Billboard" title="Billboard">Billboards</a></li> <li><a href="/wiki/False_advertising" title="False advertising">False</a></li> <li><a href="/wiki/Infomercial" title="Infomercial">Infomercials</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobiles</a></li> <li><a href="/wiki/Promotional_model" title="Promotional model">Modeling</a></li> <li><a href="/wiki/Radio_advertisement" title="Radio advertisement">Radio</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex</a></li> <li><a href="/wiki/Advertising_slogan" title="Advertising slogan">Slogans</a></li> <li><a href="/wiki/Testimonial" title="Testimonial">Testimonials</a></li> <li><a href="/wiki/Television_advertisement" title="Television advertisement">TV</a></li> <li><a href="/wiki/Criticism_of_advertising" title="Criticism of advertising">Criticism of advertising</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Censorship" title="Censorship">Censorship</a> and <br /> <a href="/wiki/Media_regulation" class="mw-redirect" title="Media regulation">Media regulation</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Book_censorship" title="Book censorship">Books</a></li> <li><a href="/wiki/Broadcast_law" title="Broadcast law">Broadcast law</a></li> <li><a href="/wiki/Burning_of_books_and_burying_of_scholars" title="Burning of books and burying of scholars">Burying of scholars</a></li> <li><a href="/wiki/Catch_and_kill" title="Catch and kill">Catch and kill</a></li> <li><a href="/wiki/Corporate_censorship" title="Corporate censorship">Corporate</a></li> <li><a href="/wiki/Cover-up" title="Cover-up">Cover-ups</a></li> <li><a href="/wiki/Euphemism" title="Euphemism">Euphemism</a></li> <li><a href="/wiki/Film_censorship" title="Film censorship">Films</a></li> <li><a href="/wiki/Historical_negationism" title="Historical negationism">Historical negationism</a></li> <li><a href="/wiki/Internet_censorship" title="Internet censorship">Internet</a></li> <li><a href="/wiki/Political_censorship" title="Political censorship">Political</a></li> <li><a href="/wiki/Religious_censorship" title="Religious censorship">Religious</a></li> <li><a href="/wiki/Self-censorship" title="Self-censorship">Self</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Hoax" title="Hoax">Hoaxing</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Alternative_facts" title="Alternative facts">Alternative facts</a></li> <li><a href="/wiki/April_Fools%27_Day" title="April Fools' Day">April Fools'</a></li> <li><a href="/wiki/Deepfake" title="Deepfake">Deepfake</a> <ul><li><a href="/wiki/Audio_deepfake" title="Audio deepfake">audio</a></li></ul></li> <li><a href="/wiki/Fake_news" title="Fake news">Fake news</a> <ul><li><a href="/wiki/Fake_news_website" title="Fake news website">websites</a></li></ul></li> <li><a href="/wiki/Fakelore" class="mw-redirect" title="Fakelore">Fakelore</a></li> <li><a href="/wiki/False_document" title="False document">False document</a></li> <li><a href="/wiki/Fictitious_entry" title="Fictitious entry">Fictitious entries</a></li> <li><a href="/wiki/Firehose_of_falsehood" title="Firehose of falsehood">Firehose of falsehood</a></li> <li><a href="/wiki/Forgery" title="Forgery">Forgery</a></li> <li><a href="/wiki/Gaslighting" title="Gaslighting">Gaslighting</a></li> <li><a href="/wiki/List_of_hoaxes" title="List of hoaxes">List</a></li> <li><a href="/wiki/Literary_forgery" title="Literary forgery">Literary</a></li> <li><a href="/wiki/Lying_press" title="Lying press">Lying press</a></li> <li><a href="/wiki/Photograph_manipulation" title="Photograph manipulation">Photograph manipulation</a></li> <li><a href="/wiki/Racial_hoax" title="Racial hoax">Racial</a></li> <li><a href="/wiki/Urban_legends_and_myths" class="mw-redirect" title="Urban legends and myths">Urban legend</a></li> <li><a href="/wiki/Virus_hoax" title="Virus hoax">Virus</a></li> <li><a href="/wiki/Video_manipulation" title="Video manipulation">Video manipulation</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a class="mw-selflink selflink">Marketing</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Market_research" title="Market research">Research</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word of mouth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/News_media" title="News media">News media</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Agenda-setting_theory" title="Agenda-setting theory">Agenda-setting</a></li> <li><a href="/wiki/News_broadcasting" title="News broadcasting">Broadcasting</a></li> <li><a href="/wiki/Media_circus" title="Media circus">Circus</a></li> <li><a href="/wiki/24-hour_news_cycle" title="24-hour news cycle">Cycle</a></li> <li><a href="/wiki/Emotive_conjugation" title="Emotive conjugation">Emotive conjugation</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Infotainment" title="Infotainment">Infotainment</a></li> <li><a href="/wiki/Managing_the_news" title="Managing the news">Managing</a></li> <li><a href="/wiki/Narcotizing_dysfunction" title="Narcotizing dysfunction">Narcotizing dysfunction</a></li> <li><a href="/wiki/Newspeak" title="Newspeak">Newspeak</a></li> <li><a href="/wiki/Media_event" title="Media event">Pseudo-event</a></li> <li><a href="/wiki/Media_scrum" title="Media scrum">Scrum</a></li> <li><a href="/wiki/Sensationalism" title="Sensationalism">Sensationalism</a></li> <li><a href="/wiki/Tabloid_journalism" title="Tabloid journalism">Tabloid journalism</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Political_campaign" title="Political campaign">Political campaigning</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Campaign_advertising" title="Campaign advertising">Advertising</a></li> <li><a href="/wiki/Astroturfing" title="Astroturfing">Astroturfing</a></li> <li><a href="/wiki/Attack_ad" title="Attack ad">Attack ad</a></li> <li><a href="/wiki/Canvassing" title="Canvassing">Canvassing</a></li> <li><a href="/wiki/Character_assassination" title="Character assassination">Character assassination</a></li> <li><a href="/wiki/Dog_whistle_(politics)" title="Dog whistle (politics)">Dog whistle</a></li> <li><a href="/wiki/Election_promise" title="Election promise">Election promises</a></li> <li><a href="/wiki/Lawn_sign" title="Lawn sign">Lawn signs</a></li> <li><a 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manipulation</a></li> <li><a href="/wiki/Disinformation" title="Disinformation">Disinformation</a></li> <li><a href="/wiki/Fearmongering" title="Fearmongering">Fearmongering</a></li> <li><a href="/wiki/Framing_(social_sciences)" title="Framing (social sciences)">Framing</a></li> <li><a href="/wiki/Indoctrination" title="Indoctrination">Indoctrination</a></li> <li><a href="/wiki/Loaded_language" title="Loaded language">Loaded language</a></li> <li><a href="/wiki/National_myth" title="National myth">National mythology</a></li> <li><a href="/wiki/Rally_%27round_the_flag_effect" title="Rally 'round the flag effect">Rally 'round the flag effect</a></li> <li><a href="/wiki/Propaganda_techniques" title="Propaganda techniques">Techniques</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Psychological_warfare" title="Psychological warfare">Psychological warfare</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Airborne_leaflet_propaganda" title="Airborne leaflet propaganda">Airborne leaflets</a></li> <li><a href="/wiki/False_flag" title="False flag">False flag</a></li> <li><a href="/wiki/Fifth_column" title="Fifth column">Fifth column</a></li> <li><a href="/wiki/Information_warfare" title="Information warfare">Information (IT)</a></li> <li><a href="/wiki/Lawfare" title="Lawfare">Lawfare</a></li> <li><a href="/wiki/Political_warfare" title="Political warfare">Political</a></li> <li><a href="/wiki/Public_diplomacy" title="Public diplomacy">Public diplomacy</a></li> <li><a href="/wiki/Sedition" title="Sedition">Sedition</a></li> <li><a href="/wiki/Subversion" title="Subversion">Subversion</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Public_relations" title="Public relations">Public relations</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cult_of_personality" title="Cult of personality">Cult of personality</a></li> <li><a href="/wiki/Doublespeak" title="Doublespeak">Doublespeak</a></li> <li><a href="/wiki/Non-apology_apology" title="Non-apology apology">Non-apology apology</a></li> <li><a href="/wiki/Reputation_management" title="Reputation management">Reputation management</a></li> <li><a href="/wiki/Slogan" title="Slogan">Slogans</a></li> <li><a href="/wiki/Sound_bite" title="Sound bite">Sound bites</a></li> <li><a href="/wiki/Spin_(propaganda)" title="Spin (propaganda)">Spin</a></li> <li><a href="/wiki/Transfer_(propaganda)" title="Transfer (propaganda)">Transfer</a></li> <li><a href="/wiki/Understatement" title="Understatement">Understatement</a></li> <li><a href="/wiki/Weasel_word" title="Weasel word">Weasel words</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Corporate propaganda</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Sales" title="Sales">Sales</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cold_calling" title="Cold calling">Cold calling</a></li> <li><a href="/wiki/Door-to-door" title="Door-to-door">Door-to-door</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstrations</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Promotion</a> <ul><li><a href="/wiki/Spaving" title="Spaving">Spaving</a></li></ul></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Telemarketing" title="Telemarketing">Telemarketing</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Influence-for-hire" title="Influence-for-hire">Influence-for-hire</a></li> <li><a href="/wiki/Media_bias" title="Media bias">Media bias</a> <ul><li><a href="/wiki/Media_bias_in_the_United_States" title="Media bias in the United States">United States</a></li></ul></li> <li><a href="/wiki/Concentration_of_media_ownership" title="Concentration of media ownership">Media concentration</a></li> <li><a href="/wiki/Media_democracy" title="Media democracy">Media democracy</a></li> <li><a href="/wiki/Media_ecology" title="Media ecology">Media ecology</a></li> <li><a href="/wiki/Media_ethics" title="Media ethics">Media ethics</a></li> <li><a href="/wiki/Media_franchise" title="Media franchise">Media franchise</a></li> <li><a href="/wiki/Influence_of_mass_media" title="Influence of mass media">Media influence</a></li> <li><a href="/wiki/Media_proprietor" title="Media proprietor">Media proprietor</a></li></ul> </div></td></tr></tbody></table></div> <div class="navbox-styles"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236075235"><style data-mw-deduplicate="TemplateStyles:r1038841319">.mw-parser-output .tooltip-dotted{border-bottom:1px dotted;cursor:help}</style><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1038841319"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1038841319"></div><div role="navigation" class="navbox authority-control" aria-labelledby="Authority_control_databases_frameless&#124;text-top&#124;10px&#124;alt=Edit_this_at_Wikidata&#124;link=https&#58;//www.wikidata.org/wiki/Q39809#identifiers&#124;class=noprint&#124;Edit_this_at_Wikidata1740" style="padding:3px"><table class="nowraplinks hlist mw-collapsible autocollapse navbox-inner" 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