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Marketing
For the magazine, see Marketing (magazine)
...
It attempts to perfect the segmentation strategy
used in traditional marketing
...
'Direct marketing' is used
by those organisations, such as insurance services and
health clubs, that have a defined customer or membership base they wish to develop strong, on-going relationships with via personalized communications – traditionally through 'direct mail' (postal) communications and
more recently, via e-mail
...
Internet marketing is sometimes considered to be broad in scope, because it not only
refers to marketing on the Internet, but also includes marketing done via e-mail, wireless media as well as driving
audiences from traditional marketing methods like radio
and billboard to internet properties or a landing page
...
[1][2] The American Marketing Association
has defined marketing 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
...
From a societal point of view, marketing provides the
link between a society’s material requirements and its
economic patterns of response
...
In the case of nonprofit organization marketing, the aim
is to deliver a message about the organization’s services
to the applicable audience
...
2 Marketing mix
Main article: Marketing mix
1
Marketing orientations
The marketing mix is a business tool used in marketing
and by marketers
...
[12] The four Ps was proposed by professor E
...
[13] The "four P’s"
...
It is considered the most important element of the marketing mix
...
Marketers tend to use the term 'product' in
a very broad sense, it can be physical objects, people
places, services, organisations and ideas
...
Place represents the variables of getting the product to
the consumer such as distribution channels, market coverage, and movement organization
...
The four
Ps determine how marketing satisfies consumer needs
...
Habits, lifestyle, and diet are all considered to be control-
(Also, see History of marketing)
Marketing theorists identify a number of distinct orientations - the production orientation, the product orientation,
the selling orientation and the marketing orientation
...
” [6] In relation to marketing orientations, the concept has been defined as a “philosophy
of business management
...
1
Contemporary approaches
Recent approaches in marketing include relationship marketing which focuses on the consumer, business marketing or industrial marketing which focuses on an organisation or institution and social marketing with focus on
benefits to society
...
Marketing mix 4Ps
• Product
• Price
• Place
• Promotion
In the 1990s, the concept of four C’s was introduced
as a more customer-driven replacement of four P’s
...
[16][17][18][19]
3
CUSTOMER ORIENTATION
entering the market will directly affect the marketing strategies of the incumbent companies
...
Technological The marketing strategies often adapt to
the pace of development of the consumer demand
and exponential technological progression
...
The external influences are the forces that affect
the characteristics of the marketing strategies to which
marketeers adapt
...
itive, and technological
...
Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a
going concern
...
This implies that the company focuses its activities and products on consumer deEconomic Various trends in the economic business cy- mands
...
Each of these factors can have a direct impact tion approach, and the product innovation approach
...
drivers of all strategic marketing decisions
...
namics of individuals and groups and their behav- Every aspect of a market offering, including the nature
iors, beliefs, thought patterns, and lifestyles, friend- of the product itself, is driven by the needs of potential
ships, etc
...
The starting point is always the consumer
...
The rationale for this approach is that there is no reason to
spend R&D (research and development) funds developing
Political The socio-economic conditions are closely re- products that people will not buy
...
products that were commercial failures in spite of being
Depending on the governmental impact on bureau- technological breakthroughs
...
cess)
...
The SIVA Model
ilar competitive product brands
...
For example, government restriction on the importation of a particular product might
hinder the marketers playing in that particular field
...
1
RTB and rising online marketing culture
well-known 4Ps supply side model (product, price, placement, promotion) of marketing management
...
However, in recent years, service marketing has widened the domains to be considered, contributing to the 7P’s of marketing in total
...
Some consider there to be a fifth “P": positioning
...
Some qualifications or caveats for customer focus exist
...
The work of Christensen and colleagues[24] on disruptive
technology has produced a theoretical framework that explains the failure of firms as not because they were technologically inept (often quite the opposite), but because
the value networks in which they profitably operated included customers who could not value a disruptive innovation at the time and capability state of its emergence
and thus actively dissuaded the firms from developing it
...
This means looking beyond current-state customer focus to predict what
customers will be demanding some years in the future, even if they themselves discount the prediction
...
This may
involve buying stakes in the stock of smaller firms,
acquiring them outright, or incubating small, financially distinct units within one’s organization to compete against them
...
Thus surveys of customers might claim that 70% of a restaurant’s customers want healthier choices on the menu,
but only 10% of them actually buy the new items
once they are offered
...
A lesson from this type of situation is to be
smarter about the true test validity of instruments
like surveys
...
” Thus one could argue that the principle of
customer focus, or being close to the customers, is
not violated here—just expanded upon
...
IT hardware
and software capabilities and automobile features
are examples
...
4
...
This visual culture involves today’s media environment,
marketers, and advertisers constantly trying to find new
ways that they can hold the attention of the very often
dismissive consumers
...
With this technology, within a
fraction of a second the consumer is identified by the
RTB, and then bid on by many bidders from which an ad
is delivered by the winner
...
A commodity culture is one deeply involved with the consumer culture
...
In order for marketers to
successfully sell their products, they must establish the
brands they are selling as familiar, essential, as well as
lovable to their consumers, functioning as a way for marketers to create a solid relationship between the consumer
and the product
...
4
...
Information from an organization’s marketing department would be used to guide the actions
of other departments within the firm
...
With this in mind, the
marketing department would inform the R&D (research
and development) department to create a prototype of a
product or service based on the consumers’ new desires
...
of
the product
...
Inter-departmental conflicts may occur,
should a firm adhere to the marketing orientation
...
Finance may oppose the required
capital expenditure, since it could undermine a healthy
cash flow for the organization
...
2
...
The Economist
reported a recent conference in Rome on the subject of
the simulation of adaptive human behavior
...
” The basic idea is that people will buy more of products that
are seen to be popular, and several feedback mechanisms
to get product popularity information to consumers are
mentioned, including smart card technology and the use
of Radio Frequency Identification Tag technology
...
” Other recent studies on
the “power of social influence” include an “artificial music market in which some 19,000 allegations downloaded
previously unknown songs” (Columbia University, New
York); a Japanese chain of convenience stores which orders its products based on “sales data from department
stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers such as Amazon
...
4
...
2
Further orientations
• An emerging area of study and practice concerns
internal marketing, or how employees are trained
and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding
...
• With consumers’ eroding attention span and willingness to give time to advertising messages, marketers
are turning to forms of permission marketing such as
branded content, custom media, and reality marketing
...
This information is then used by
managers to plan marketing activities, gauge the nature
of a firm’s marketing environment and obtain information from suppliers
...
to interpret their
findings, and convert data into information
...
The
task of marketing research is to provide management with
relevant, accurate, reliable, valid, and current information
...
Market research pertains to research in a given market
...
In contrast, marketing research relates
to all research conducted within marketing
...
5
...
It is important to understand the “marketing environment” in order to comprehend the consumers
concerns, motivations and to adjust the product according to the consumers needs
...
The six key elements of a marketing scan
are the demographic forces, socio-cultural forces, economic forces, regulatory forces, competitive forces, and
technological forces
...
[26]
5
...
[30]
maintain successful relationships with customers
...
serve its customers
...
Macro (national) environment - larger societal forces that By these definitions, an example of primary research
affect the microenvironment
...
Secondary research in
5
...
Main article: Market segmentation
Primary research is often expensive to prepare, collect,
and interpret from data to information
...
ten can become outdated and outmoded, given that it
For instance, the Kellogg’s cereal Frosties are marketed to is used for a purpose other than the one for which it
children
...
was intended
...
In another example, Sun Microsystems numerical research methods and techniques, respectively
...
[28]
on whether data can be quantified (quantitative research),
Market segmentation allows for a better allocation of a or whether subjective, non-numeric or abstract concepts
firm’s finite resources
...
amount of resources
...
In this way, the diversified tastes of contemporary Western consumers can be served better
...
firms are taking note of the benefit of servicing a multiplicity of new markets
...
interpreting and executing a logical perspective of Strategic Marketing Planning
...
the following; Segmenting, Targeting, and Positioning
...
larger concept in marketing called target marketing
...
After Market segmentation is complete a target
market may be found which is a market in which a product or a service will than be marketed towards
...
3
Types of market research
Main article: Market research
Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:
• Primary research (also known as field research),
• Applied research – examines variables within a specific context of interest to a marketer
• Basic research – aims to understand relative relationships between variables
...
Causal relationships is when one variable influences the other
but not vice versa
...
• Causal research – research done to identify and understand cause-and-effect relationships through experiment
...
(Experiments – manipulate variables in a
controlled setting to determine their relationship to
one another) [31]
6
7
Typical market research methods are:
1) Qualitative research methods
• Focus groups - form of qualitative research in which
a group of people are asked about their perceptions,
opinions, beliefs, and attitudes
...
• projective techniques - designed to let a person respond to ambiguous stimuli, presumably revealing
hidden emotions and internal conflicts projected by
the person
BUYING BEHAVIOR
of the market environment, particularly the competitors
and customers
...
Accordingly, a plan is required in
order to effectively manage such products
...
For example, a start-up car manufacturing firm would face little success should it attempt to
rival Toyota, Ford, Nissan, Chevrolet, or any other large
global car maker
...
Thus, the issue of divest,
or a ceasing of production, may be made
...
Listed below are
some prominent marketing strategy models
...
A tactic refers
• Panels - a longitudinal statistical study in which one to a shorter term view
...
studies
...
Primary data – new data collected on A marketing strategy considers the resources a firm has,
a project-by-project basis
...
Marketing Strategies include the process and planning in which a firm may be expected to achieve their
sation or from external sources
...
6 Marketing planning
2) Quantitative research methods
Main article: Marketing plan
6
...
A marketing plan can
also pertain to a specific product, as well as to an organization’s overall marketing strategy
...
Thus, when top management are devising the firm’s strategic direction or mission, the intended marketing activities are incorporated
into this plan
...
The senior management
of a firm would formulate a general business strategy for a
firm
...
The marketing activity and process of identifying a market problem or opportunity, and developing a solution
based on market research, segmentation, and supporting
data
...
Positioning relates to strategy, in the specific or
tactical development phases of carrying out an objective
to achieve a business’ or organization’s goals, such as increasing sales volume, brand recognition, or reach in advertising
...
In
6
...
Buyer behavior in
the digital age is assessed through analytics and predictive
The field of marketing strategy considers the total market- modelling
...
The emphasis is on “an in depth understanding ware such as Experian
...
1
B2B marketing roles
7
determined through the analysis of customer perception
pertaining to brands
...
Buying behavior is usually split into two prime strands,
whether selling to the consumer, known as businessto-consumer (B2C), or to another business, known as
business-to-business (B2B)
...
1
B2C buying behavior
This mode of behavior concerns consumers and their purchase of a given product
...
This may include perusing media outlets, but most commonly consists of information gathered
from family and friends
...
In this case, this may mean
buying leather shoes, sandals, etc
...
Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the
value/utility brought by the purchase of the sneakers
...
7
...
1 B2B marketing roles
Marketing roles are often defined by the size of the company and the number of products
...
As the company
grows larger, roles start to become more specialized
...
The mind
map to the right details further roles and responsibilities
including: corporate marketing, solution marketing, field
marketing, and technical marketing
...
Computerbased information systems can be employed, aiding in
better processing and storage of data
...
Information technology can aid in enhancing an MkIS' software and hardware components, and improve a company’s marketing
decision-making process
...
An example
would be a business buying either wholesale from other
businesses or directly from the manufacturer in contracts
or agreements
...
For example, it could be a business
selling business services such as a website or digital marketing
...
[33] Information technology typically progresses
at a fast rate, leading to marketing managers being cognizant of the latest technological developments
...
In a modified re-buy scenario, the fifth
trends, delivering the right message to the right person at
and sixth stages are precluded
...
A firm can lose out to competitors should
stages are conducted
...
Technological advancements can lessen barriers between
countries and regions
...
Prior to the mass usage
of the Internet, such transfers of information would have
Marketing roles, titles, and responsibilities differ, often taken longer to send, especially if done via snail mail,
telex, etc
...
8
13 DIGITAL MARKETING
Recently, there has been a large emphasis on data
analytics
...
Internet marketing is another branch of online marketing, where SEO (search engine optimization) is regarded as an effective method of
increasing your website’s presence in organic searches for
creating potential customers
...
A service (as opposed
to a good) is typically defined by the paraphrase of 5 I’s :
Inseparability - The customer cannot be separated from
the service and therefore, the use of it is inseparable from
its purchase (i
...
, a service is used and consumed simultaneously)
Intangibility - It does not possess material form, and thus
cannot be touched
...
Services (compared with goods) can
also be viewed as a spectrum
...
An example would be a
restaurant, where a waiter’s service is intangible, but the
food is tangible
...
[34][35] These tools
generally fall into “reactive” or push offers (e
...
, someone
searches “pizza” and receives an offer from a local restaurant) and new “predictive” models where a intelligent personal assistant understands past preferences and delivers
related products or services
...
RTB has begun to transform online marketing and advertising in a similar manner to right-time marketing
...
With RTB, consumers are able to directly respond and
indirectly create marketing campaigns
...
This is why
when you go on Google and search for Nike shoes, advertising for a Nike shoe may appear in the users browser
later on
...
“The first major disruption to this system was search-engine marketing (SEM),
which introduced not only a new kind of inventory but
also a new paradigm for marketing altogether: Advertisers could use a publisher-specific platform to bid against
one another for the right to place contextual ads” (Sinnerich 5)
...
12 Guerrilla marketing
Inconsistency (Variability) – Every delivery of the service will be different
...
sticker bombing, flash mobs) are used, often in a localized
fashion or large network of individual cells, to convey or
Inventory (Perishability) – the service cannot last
promote a product or an idea
...
g
...
If
one buys a train ticket, the use of the train is typically 13 Digital marketing
experienced concurrently with the purchase of the ticket
...
vices using digital technologies to reach and convert leads
into customers
...
It is embodied by an extensive selection of service, product and brand marketing
Right-time marketing is an approach to marketing tactics, which mainly use the Internet as a core promowhich selects an appropriate time and place for the de- tional medium, in addition to mobile and traditional TV
livery of a marketing message
...
15
...
The Psychology of Market• Relationship marketing
ing represents an interdisciplinary research area, where
several contributions converge, from cognitive science,
• Smarketing
neuroscience, social psychology, and dynamic psychology
...
[37] Recent approaches
include a comprehensive analysis of several areas, in• Visual marketing
cluding neuroscience, linguistics, and experimental research
...
1 Types of marketing
and emotions, psychophysiological response to advertising messages and products observation, effects of mar• Affinity marketing
keting on emotional states, consumer psychology insights,
• Agricultural marketing
and group psychological dynamics
...
“The nature and scope of marketing
...
3 (1976): 17-28
...
“Marketing as Exchange
...
4 (1975): 32-39
...
American marketing Association
...
Retrieved 2015-12-05
...
“1”
...
Pearson Prentice Hall
...
• Outline of marketing
[5] Adcock, Dennis; Al Halborg; Caroline Ross (2001)
...
Marketing: principles and practice (4th ed
...
p
...
ISBN 9780273646778
...
• Product management
[6] http://www
...
com/dictionary/orientation
• Multicultural marketing
10
[7] Mc Namara (1972) cited in Deshpande, R
...
11
[8] Kohli, A
...
and Jaworski, B
...
, “Market Orientation: The
Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, Vol
...
C
...
F
...
4, pp 20-34
...
Kevin (2012)
...
Pearson Education Limited 2012
[11] Adcock, Dennis; Al Halborg; Caroline Ross (2001)
...
Marketing: principles and practice
...
16
...
Retrieved 2009-10-23
...
(2012)
...
McGawHill Ryerson
...
31
...
Principles of Marketing
...
[28] Hochbaum, Dorit S
...
“Rating Customers According to Their Promptness to Adopt New Products”
...
59 (5): 1171–1183
...
1287/opre
...
0963
...
University of
Southern California
...
[30] Stolley, Karl
...
Purdue Online Writing Lab
...
[31] Kardes et al
...
investopedia
...
asp
[32] Developing Business Strategies, David A
...
(1964)
...
A Managerial Approach
...
[33] “Market share for various devices in the USA”
...
[14] Needham, Dave (1996)
...
Oxford, England: Heinemann
...
(ISBN 4-7944-2030-7) pp
...
[17] Shimizu, Koichi (2014) “Advertising Theory and Strategies,"(Japanese) 18th edition, Souseisha Book Company
(ISBN 4-7944-2132-X) pp
...
[18] Solis, Brian (2011) Engage!: The Complete Guide for
Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc
...
201-202
...
(ISBN 4-7944-2158-3) pp
...
[20] “What is Marketing Analysis?"
...
PESTLE Analysis
...
[21] Strategic Marketing by David W
...
Piercy
[34] Goldstein, D
...
(2005)
...
The Journal of Database Marketing
& Customer Strategy Management
...
doi:10
...
dbm
...
[35] Dacko, Scott G
...
The advanced dictionary of marketing
...
377–378
...
[36] The revolution will be targeted: RTB and the future of
programmatic advertising, Aram Sinnerich, Giga Omni
Media, 2013
[37] Williams, Keith (1983)
...
London: Trafalgar Square
...
17 Bibliography
• Bartels, Robert
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...
(1997), The innovator’s
dilemma: when new technologies cause great firms
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...
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...
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...
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...
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...
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...
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...
p
...
• Weitz, Barton A
...
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...
1
TEXT AND IMAGE SOURCES, CONTRIBUTORS, AND LICENSES
Text and image sources, contributors, and licenses
Text
• Marketing Source: https://en
...
org/wiki/Marketing?oldid=762297256 Contributors: Mav, Zundark, The Anome, William Avery, SimonP, Hotlorp, Tzartzam, Chuq, Stevertigo, Edward, Patrick, JohnOwens, Michael Hardy, Kku, Stephen C
...
g, Feezo, OwenX, Woohookitty,
JarlaxleArtemis, Andrewspencer, Uncle G, Scjessey, Brian Norris~enwiki, WadeSimMiser, JeremyA, Stephanspencer, Wikiklrsc, Damicatz, Sengkang, GregorB, Jeferson~enwiki, Tslocum, FreplySpang, Mancunius, Rjwilmsi, Koavf, Jake Wartenberg, JoshuacUK, JHMM13,
Sdornan, MZMcBride, Tawker, SMC, Nabler, Kazrak, Jehochman, Feco, Thekohser, Cumulus (usurped), FlavrSavr, Aapo Laitinen, Ptdecker, Yamamoto Ichiro, Dinosaurdarrell, FlaBot, DDerby, Kyriakos, Changchih228, Flowerparty, RexNL, Gurch, AndriuZ, Tedder,
Srleffler, Spencerk, Stormscape, Chobot, DaGizza, Jersey Devil, Soyweiser, Gwernol, YurikBot, Wavelength, Borgx, TFoxton, Sceptre, Phantomsteve, RussBot, Bhny, Coold00d, Gravecat, RadioFan2 (usurped), Stephenb, Iamdalto, Rintrah, Neilbeach, Bullzeye, Daveswagon, NawlinWiki, Wiki alf, Cquan, Sarper, Rjensen, CarlFink, Haranoh, Thiseye, Kimbayne, RUL3R, Alex43223, M3taphysical,
Rwalker, Stellis, Bota47, Operativem, Bjelkeman, Tetracube, J
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Fred, Blue520, Emailgec, CommodiCast, Delldot, Fnfd, Cronium, Alsandro, PeterSymonds, Gilliam, Ohnoitsjamie, Skizzik, ERcheck, Avocado kebab, Anachronist, Chris the speller, Bluebot, Chris Ulbrich, Rogerthat,
Jlao04, Lollerskates, MidgleyDJ, SchfiftyThree, Deli nk, Octahedron80, DHN-bot~enwiki, Colonies Chris, A
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Xyzzyplugh, Moenada, Sam mishra, Wine Guy, Mosca, SundarBot, Phaedriel, Soosed, Oscara, ConMan, Dennywuh, Retinarow, Nakon,
NickBarrowman, Cryout, Monotonehell, Dreadstar, Zdravko mk, Mini-Geek, Gregh, Only, Kleuske, Wizardman, Breaker-One~enwiki,
Richard0612, Springnuts, Ck lostsword, TenPoundHammer, Workman, Kuzaar, The undertow, SashatoBot, Feeps490, ArglebargleIV,
Serein (renamed because of SUL), Mouse Nightshirt, Kuru, Jonas August, Pedapod, Jbuddle, Ckatz, White Agent, 16@r, A
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10
...
2005, Optakeover, Louern, Kylie perry, Waggers, Walkerpercy, Vogue99, TastyPoutine, Dcflyer,
RichardF, LaMenta3, Kvng, Snezzy, Andreworkney, Gunsmith, Levineps, Iridescent, Wikiman01, Dreftymac, Wkoleszar, JoeBot, Bradley
Holt, J Di, Aeternus, Tony Fox, CapitalR, Pmauchard, Danlev, Mjwalshe, Tawkerbot2, FatalError, JForget, Conorobradaigh, High Elf,
Wafulz, Van helsing, Vision Thing, Basawala, Bill
...
Ripley, Pogogunner, Sturm55, Velen117, AJD, Dawnseeker2000, AlefZet, Escarbot, Stui,
AntiVandalBot, ReviewDude, TAMilo, JimSym, Zigo1232, Paste, Aparcher, Birigogos, Mycatharsis, North Shoreman, Sanwar, Pixelface,
Elwood64151, Storkk, Qwerty Binary, Myanw, Gökhan, JAnDbot, SuperLuigi31, Leuko, Husond, Barek, Oxinabox, MER-C, Kaabi,
Jazzeur, Michig, Rkaminsky, Fbooth, Andonic, Ascobb, Hut 8
...
delanoy, Pharaoh of the Wizards, T2 studios, Svetovid, Tilla, Aspireinernational, Rlsheehan, Bogey97, Bobtrothphd, NightFalcon90909, Silverxxx, MarketingWizard, MoogleEXE, AgainErick, Dcesarini, Extransit, WarthogDemon, Jychao, Egyptianholiday, Eva
kreienkamp, Icseaturtles, Katalaveno, LordAnubisBOT, McSly, Ryan Postlethwaite, Crocodile Punter, L'Aquatique, Optimization, Mediathink, AntiSpamBot, Robertson-Glasgow, Pandaplodder, The Transhumanist (AWB), Richard D
...
multimedia,
Sdudah, Jamesontai, 1B6, Bonadea, WinterSpw, Darkfrog24, Inwind, Million Moments, Useight, 7luigi7, Carrie77, Irjesusbiatch, Spellcast, VISHAL DESAI, Blueronin, Dezignr, Bangersandmash, Joebloggs1234567, Lights, X!, LazyFox, VolkovBot, Scorpion agency,
Dq335514, Jeff G
...
muller, Tao of tyler, Correogsk, HR DORA~enwiki, Cyfal, Wuhwuzdat, Paulinho28,
Mr
...
wilton, Elassint, ClueBot, Strongsauce, PipepBot,
19
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budhiraja,
Abrech, AndrewTLM, Chhatrasal007, Chrispreece2007, Estirabot, Yeajilike, Rfzaman, Juggernaut316, Anita Burr, Digimon14, 032gavmal, Snacks, Huntthetroll, Dekisugi, SchreiberBike, Studio1st, Carriearchdale, EsheleD, AHAHA123, Thingg, Mg0314b, Aitias, Versus22,
Notapennymore, Mythdon, SoxBot III, DavidMatthews44, Apparition11, Hollih, DumZiBoT, Semitransgenic, Skunkboy74, XLinkBot,
Delicious carbuncle, Spitfire, SirTwitch, Thom0711, Chanakal, Softbiz, Avoided, Corydobbs, Jcbrd, SilvonenBot, Mifter, Frood, Cmr08,
Noctibus, TravisAF, Studiobanks, Thatguyflint, Mlease, Edconcarni, Lu Wunsch-Rolshoven, So-eZ, Addbot, Ramu50, Grayfell, WeatherFug, AlexandrDmitri, H ackerman005, Twaz, Guoguo12, Mindmajick, Fastfwdx2, Binary TSO, PaterMcFly, Nivelh, PatrickFlaherty,
Vyceron, Tanhabot, TutterMouse, MagnusA
...
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Banner, Capricorn42, ChildofMidnight, Amberine, Markerting consultant, Sakaa, Portgame, Tomwsulcer, Tyrol5, Glisenti, Williamsrus,
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