Perspectives on Traditional Marketing and Contemporary Marketing
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 1
Abstract
This paper seeks to identify traditional marketing and its tenents as opposed contemporary marketing. While traditional marketing focuses on the company’s needs, contemporary marketing focuses on what the target market desires rather than what the company wants them to have. Contemporary marketing also emphasizes on building trust. The marketing concept is a contemporary marketing essence which has encouraged the creation of value for customers, increased firms turnover and fostered economic growth in functional economies. In corollary with previous researches, product quality, service speed and waiter courtesy would have a direct relationship with firm turnover. Recommendations include training of marketing personnel, a holistic marketing plan with effective implementation strategy and the development of appropriate distribution channels as well as to provide efficient service infrastructure.
Authors and Affiliations
Ambakederemo Bomiegha & Kalu, Sylva Ezema
Keywords
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- EP ID EP409444
- DOI 10.9790/487X-2001023436.
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