Marketing plan aims and objective

The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably." A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value. In this context, marketing is defined as "the management process that seeks to maximise returns to shareholders by developing relationships with valued customers and creating a competitive advantage."

INTRODUCTION……………………………………………………….……2
I. CONTEMPORARY APPROACHES…………….....……………...…4
Marketing Basics for the Small Business ……………………………... ...8
Marketing plan aims and objective…………………………………..…11
II. MARKETING RESEARCH …………………………………………..17
Marketing strategy …………………...…………………………………...21
Marketing effectiveness…………………………………………………..26
Marketing ethics…………………………………………………………..29

CONCLUSION………………………………………………………..30
BIBLIOGRAPHY…………………………………………...………..32
APPENDIX……………………………………………………………33