Definition Of Marketing Research Articles

Redefining Rural Marketing: Insights from Touring Theatre

There remains little academic consensus on a definition of rural marketing, and as a concept, rural marketing has therefore struggled to establish its own vocabulary and ideas. Modi (2009) argues that rural marketing should be defined in terms of the impact it has on the developmental of rural people. This article builds on this developmental concept of rural marketing by exploring the touring theatre sector and illustrating how theatre spaces and audiences differ fundamentally in urban and rural communities. The article reviews the literature on rural touring theatre and applies it to rural marketing. It also analyses the results of audience questionnaires and a series of audience interviews carried out with rural theatre-goers in the Scottish Highlands and Islands. The article illustrates how the definition of rural marketing can be further developed by analysing audience reactions to rural theatre and reviewing case studies of best practice for marketing touring theatre productions. This primary and secondary research reveals the tangible benefits of authentic rural marketing and confirms Modi’s (2009) contention that successful rural marketing should have a positive impact on rural people. The article concludes that touring arts organizations and rural marketers working in other sectors should adjust their marketing strategies and activities to communicate more authentically and effectively with rural audiences. Finally, it uses the insights gained from touring theatre to propose a new definition of rural marketing.

Growing a Medical Practice With Social Media Marketing

Many medical practices are facing the lack of practice growth that their social media efforts are generating. This article provides concrete ideas that can be put in place by any medical practice to realize sustainable practice growth through social media marketing. In the article, the author demonstrates that social media marketing of the medical practice has become absolutely essential in today's evolving, competitive, and fast-paced environment. This demonstration is made through an exploration of the evolution of what "good" marketing has looked like for medical practices over time. In addition, attention is paid to the shift in the definition of good marketing that is required for the practice that is preparing a social media-marketing plan. Specifically, the article investigates the proven requirements for a balanced blend of unique and engaging promotional and nonpromotional community outreach, which is required on a daily basis to achieve the significant, lasting, and sustainable growth that the practice wishes to achieve.

New marketing definition: a future agenda for low cost carrier airlines in Indonesia

PurposeA new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the understanding of how the new marketing definition is universally applicable, especially in a developing country. This paper seeks to focus on the issues.Design/methodology/approachThe qualitative research was conducted on a sample of managers who worked in a low‐cost carrier (LCC) airline. Four managers of ten LCCs agreed to participate in the study. The interviewees had to comment on their business challenges and current practices. The researcher then classified the interviewees' comments and opinions into sub‐topics.FindingsThere are some future agenda and implications for practitioner and service marketing researchers to develop service quality in the Indonesian LCC industry. The factors are corporate image, employees' capabilities, and a strong bonding with reliable suppliers.Practical implicationsIn the LCC industry, the combination of internal and external supplier capabilities to deliver service quality is a business strategy to gain service breakthroughs.Originality/valueThis is preliminary investigation to identify a new research agenda in service marketing and to improve the quality of LCC service in Indonesia.

Touristic destination ambassadors, case analysis and conceptualization. How to better understand and use brand ambassadors in cognitive, affective and experiential approaches

The purpose – We propose to capitalize on recent research on tourism marketing, destination choice, but also and mainly on conceptual reflexions and research on emotional and symbolical brand relationship . We try to understand how destinations could communicate, using destination ambassadors; in order to better attract travellers. Methodology – this is a theoretical article presenting key concepts and their relevance to tourism marketing. We present the key concepts and analyse cases or real-life examples of destination ambassadors uses, trying to show the relevance of the described concepts. We use research key concepts and results in Affective marketing, Environmental psychology, and Experiential marketing, exploring issues of persuasion by three persuasion routes through which ambasadors can impact consumer choices. Approach – This article is a case-based theoretical reflection, aimed at deepening our level of understanding of how and why ambassadors could matter in tourism destination and branding in general. We start with real-life examples, and show in several cases what does not work and why, suggesting better professional practices based on theory. Findings – We illustrate the concept of destination ambassadors with some real examples. We show that the concept of brand ambassador and destination ambassador are often understood in a very limited approach with confusion, and mot much effects because they only rely on “strike power”, famousness. We propose improvements, suggesting three persuasion routes: cognitive, affective and symbolical. We define “symbols” in branding. We find out that Affective and Symbolical marketing research could dramatically improve our understanding and good use of ambassadors in touristical destination and marketing in general. We also propose three key definitions in tourism marketing. We propose a reflection on how the Deep metaphors conceptualized by Zaltman, actually relate to Experiential marketing and do make sens in destination branding; we show that ambassadors could largely contribute to it, using such theoretical framework. In a last section, we take a number of examples and formulate recommendations to practicioners, specific to different sorts of destinations such as spas, ski resorts, hotels, etc. We also suggest to enlarge our vision of “marketing” to creating value in a more sustainable, ecological manner. It encapsulates the idea of creating value for all stakeholders, relying all the old concept of Service Profit Chain in services marketing, and on recent research in Tourism marketing. We suggest to think the option of co-branding for both destinations and ambassadors, especially via Online Social Media. The originality of the research – It consists of two main points. First, although it seems rules/breaking, we simply stick to the modern definition of marketing – marketing seen as a relationship construction process – and to research contributions, in proposing to better understand how ambassadors could be better used for creating value for targeted consumers, in a consistent manner with the destination positioning. We seem to be very provocative in questioning the practices of practicioners using mainly celebrities; but we rather want to enhance more profound practices and more efficiency in business. We also remind that Marketing is not to be seen as a Communication or Manipulation process, but as a value delivery process, and propose how ambassadors could contribute to it. Second, we draw attention on some key concepts largely ignored in Experiential marketing, and on the importance of more thought. The principle of parcimony also asks us to communicate in a less superficial manner, and in a more efficient way. In the context of Ambassadors in tourism destination, that means we might need to think and understand more, use less Celebrity effects, and more, ambassadors consistent with brand emotional and symbolical positioning. Those can be celebrities, or non famous humans, virtual agents, animals or other non human objects.

“Cult” Wine?

California's cult wine has captured the fascination of wine consumers and wine producers during the past two to three decades as the wine industry witnessed the prices of California's cult wine rise to exorbitant prices. The purpose of this study is to apply a marketing definition of cults to cult wine in order to offer an alternative conceptualization of cult wine. This study offers conceptual and empirical support for an alternative conceptualization of cult wine that wine producers, consumers, and researchers can use to better understand why consumers pay exorbitant prices for exclusive California wine.

A Study of the Variables Influencing Academic Library Staff's Attitudes Toward Marketing

This article aims to present an insight into some of the factors influencing the attitudes of academic library staff in three UK university libraries toward marketing and how these factors could be incorporated into an existing model. An online questionnaire about attitudes to marketing and personality was completed by 54 academic library staff from three UK universities. Four academic library management staff were also selected for in-depth interviews. The results indicated that academic library staff have a positive attitude toward marketing and feel that it is vital in the current environment. The research found that personality factors such as extroversion and openness to change, experience and training influenced marketing attitudes. It also revealed that academic library staff were unclear of the definition of marketing, leading to a possible misunderstanding and mistrust of the terminology. The research discovered a gap in marketing knowledge and understanding that must be addressed for marketing success to be achieved. The findings supported the definition of marketing for individual academic libraries as a prerequisite to strategic marketing planning and the importance of considering the attitudes of staff when implementing marketing strategy.

The Marketing concept in the 21st century: A review of how Marketing has been defined since the 1960s

The concept of marketing has been debated and evaluated regularly since marketing was recognised as a distinctive discipline and domain. Many definitions of marketing have been put forward over the years as each generation tries to capture what marketing is and what it means to them. Over the past 50 years, marketing has been redefined to fit new contexts, for example in not-for-profit, political and social sectors. In more recent years, new technology, techniques and media have brought with them more opportunities for re-defining marketing. These definitions often appear to dilute the meaning of marketing in some way, with the words marketing, sales, advertising, customer service and interactions used interchangeably and adapted by marketers or salespeople to suit their own job focus. Many definitions describe different facets and related terms but they do not always convey the much broader ideology and process that is part of marketing. Against this background this paper selects key definitions of marketing from the past 50 years and evaluates the differing perspectives offered by those definitions throughout the decades. Recurring themes used in definitions are presented decade by decade so that themes can be summarised and comparisons made. It then discusses the value and use of both traditional and more flexible definitions and interpretations of marketing for the 21st century.

What Really Defines Relationship Marketing? A Review of Definitions and General and Sector-Specific Defining Constructs

This article aims to use content analysis to provide an overview of the existing academic literature on relationship marketing by summarising definitions and major defining constructs based on the previous research findings in this area. The authors have summarised 72 definitions along with 50 general defining constructs of relationship marketing. In addition, sector-specific defining constructs for the banking, insurance, and health care sectors have also been identified. This article bridges the gap in the existing relationship marketing literature by providing a comprehensive list of relationship marketing definitions and identifying major general as well as some sector-specific defining constructs along different industry verticals. The research papers reviewed came from selected databases, which limits the generalizability of the findings to the whole existing literature on relationship marketing. The review of the existing literature was done to reduce the time and efforts of present and future researchers in this area by providing a quick snapshot of the existing definitions and major defining constructs that constitute relationship marketing and specifically the sector-specific dimensions of banking, insurance, and health care.

Corporate marketing myopia and the inexorable rise of a corporate marketing logic

PurposeThis article outlines the nature of corporate marketing myopia and details the salient characteristics of a corporate marketing logic. The notion of identity‐based views of the firm is held to be highly meaningful to the comprehension of corporate marketing. In addition, the paper aims to broaden the understanding of the antecedents of corporate marketing by making reference to earlier, integrative endeavours (sensory integration, design integration, communications integration, branding integration and identity integration).Design/methodology/approachThe commentary explains the nature, antecedents, and benefits of an organisation‐wide corporate marketing logic.FindingsA corporate marketing logic characterises those organisations which realise their institutions and corporate brands can be important sources of differentiation. Moreover, it is held that organisations need to be involved in multi‐lateral relationships vis‐à‐vis customers, other stakeholders and with society at large. It is also mindful that an organisational marketing orientation should accord sensitivity to CSR/ethical concerns. A key precept of the corporate marketing logic is that it is institution‐wide ethos which is enacted via an organisation's culture. A long and a short definition of corporate marketing are enumerated.Practical implicationsPerceiving organisational marketing via the prism of identity‐based views of the firm and utilising the new corporate marketing mix (the 8Cs of corporate marketing) affords a practical and pragmatic means by which senior managers can foster and maintain a corporate marketing ethos and culture.Originality/valueA corporate marketing framework is introduced which is informed by: identity‐based views of the firm perspective and by key corporate‐level constructs.

Defining nearly zero-energy housing in Belgium and the Netherlands

Europe expects the housing sector to evolve towards ‘nearly zero-energy’ dwellings. Meanwhile, general terms and research, marketing and legal definitions considering such dwellings have already been introduced. Appraisal of existing definitions is now needed for further policy development. This paper examines what nearly zero-energy terms can be expected to be adopted in Belgium and the Netherlands. The research method uses an interview method based on innovation diffusion theory. The analysis traces the regional adoption trajectory of relevant definitions and examines the opportunities and barriers for the inclusion of existing definitions in regional energy policy. The analysis shows that—whilst international prominence of the terms ‘net zero energy’ and ‘net zero carbon’, in addition to ‘low energy’ and ‘passive house’, is observed—in Belgium and the Netherlands ‘passive house’ and ‘energy neutral’ are preferred. The research findings indicate that the adoption of already existing definitions for nearly zero-energy houses will depend on the region and can prove a very complex process with several conflicting issues. Terms should be clearly defined and used at all political and marketing levels. It is recommended to enhance the relative advantage, demonstrability, visibility and compatibility of favoured definitions by policy initiatives

Ambush Marketing: Dissecting the Discourse

This article discusses the problematic discourse in which scholars and corporate complainants such as the International Olympic Committee have discussed the issue of ambush marketing. It argues that those who persistently complain about ambush marketing have wielded the term far too liberally, and thus a great deal of confusion exists between the generally accepted definition of ambush marketing and the reality of the circumstances surrounding the numerous marketing strategies that the term is commonly used to describe. While much of the current literature on the subject concludes that the existing state of the law in the United States is not equipped to handle the alleged problems that ambush marketing poses, this article concludes that American trademark and unfair competition law adequately balances the competing interests at stake in ambush marketing cases and should serve as a model for the rest of the world to follow. This is a relatively short article that exposes the fundamental flaw that pervades most analyses of the alleged threat posed by ambush marketing: that while critics argue that so-called ambush marketing tactics are particularly threatening because they cause consumer confusion as to a non-sponsoring company’s association with an event, few ambush cases have ever been litigated primarily because complainants have not even been able to meet the Lanham Act’s low-threshold of proving any such likelihood of consumer confusion.

Critical social marketing: definition, application and domain

PurposeThe purpose of this paper is to examine the nature and role of the critical dimension social marketing and its place within marketing scholarly thought. It is posited that such activity can be defined as “critical social marketing” and a formal definition is offered.Design/methodology/approachThe ability of critical social marketing to inform the research and evidence base, as well as upstream and downstream activity is discussed. Scholarly debate on the role of critical social marketing within the social marketing and critical marketing paradigms, both of which heavily inform the concept, are reviewed. The application of a critical social marketing framework to the study of the impact of tobacco and food marketing is examined.FindingsThe paper demonstrates the utility of a critical social marketing framework in real‐world environments. Important considerations on who critical social marketers are and where the concept is located within marketing thought are addressed. The paper concludes by arguing that critical social marketing is a valid and established sub‐set of marketing thought within its own right, and should henceforth be regarded as such.Originality/valueOffering a definition of critical social marketing formalises its position within marketing thought. Discussing the tensions surrounding the critical dimension of social marketing within the social marketing and critical marketing paradigms demonstrates the difficulty in locating concepts within existing literature. A review of the application of critical social marketing demonstrates its validity. Positing that critical social marketing should be located as a sub‐set within social marketing contributes to the marketing discipline and the organisation of marketing ideas and concepts.

Why nudging is not enough

PurposeThe purpose of this paper is to review the possible contribution of “nudging” as a tactic and “form” of exchange and suggest two new frameworks to aid in the description of four “forms” of exchange and “types” of intervention that can be used in social marketing.Design/methodology/approachDiscursive review of the contemporary impact of liberal paternalistic thinking on policy and operational delivery of social change programmes. The paper also considers the tensions within social marketing regarding voluntary and involuntary change including the use of incentives and disincentives in social change programmes and presents a model that seeks to describe the range of options available.FindingsIt is concluded that in addition to restricted, generalised and complex exchanges, as defined by Bagozzi there are basically four basic “forms” of exchange that can be used by governments and public institutions who apply a marketing approach to brining about positive social change. These “forms” of exchange includes “nudging” but also other legitimate “forms” of exchange that can be called “shoving”, “ hugging” and “smacking”. It is further suggested that together with these four “forms” of exchange there are five basic “types” of intervention that can be used to bring about change, these two elements can all be brought together in a proposed intervention matrix. The paper makes the case that a key advantage of adopting a marketing mind‐set (i.e. one that is driven by consumer‐centric thinking and based on the creation of value) in the selection of “forms” of exchange and “types” of intervention is that the selected mix will be much more likely to bring about the socially desired change because it is informed by the preferences and consent of the majority of citizens.Research limitations/implicationsThis paper does not explicitly address the nature of social marketing. A position is taken that social marketing is what Gallie has defined as an “essentially contested concept ” and what Peters would term a “field of study”. This means that social marketing will by its nature just like many other fields of endeavour be subject to continuous debate and development. Consequently, in adopting this position, the paper tacitly accepts a broad and inclusive definition of social marketing. The proposed exchange matrix and intervention matrix, together with the deCIDES framework outlined in the paper need to be tested to discover if these models have utility in being able to accommodate existing social marketing practice and inform the selection of future social marketing programmes.Social implicationsIf the models set out in this paper prove to have descriptive utility, they may prove to be a useful additional conceptual and practical planning tool for those involved in applying marketing interventions directed at social issues at the policy, strategy, tactical and operational levels of practice.Originality/valueThis paper sets out three conceptual models, two of which have not been published before. The models and the accompanying commentary will add to the debate about the scope of what legitimately constitutes the “operational territory” of social marketing both in terms of up‐ and down‐stream activity and interventions that span both voluntary and involuntary change.

A Short Review on the Trend of Mobile Marketing Studies

The purpose of this paper is to elucidate the major classification of the research in mobile marketing. It provides the trend and common approach in mobile marketing research. The paper aims to highlight the significant area in mobile marketing research and the needs for further understanding of the mobile marketing definition and its phenomenon. This paper has significant implications in terms of understanding the classification and the mobile marketing focusing area. This is a general review based on selected approximately forty-six journal publications which are published between year 2005 until 2010 from selected journals. Based on the selected reviewed literatures, the consumersâ?? adoption research only focuses on a few common areas. There is no agreement among the researchers on definition of mobile marketing and the conceptualization and phenomenon of mobile marketing remain unexplained. The value of this paper is that, it provides the fundamental guidelines for researchers on significant area to focus in the mobile marketing field and it also assists practitioners in identifying the research trend and major classifications which will assist them in designing the product and services to the right target market.

EXTERNAL PREFERENCE MAPPING OF COMMERCIAL ANTIAGING CREAMS BASED ON CONSUMERS' RESPONSES TO A CHECK-ALL-THAT-APPLY QUESTION

ABSTRACT Due to the increasing demand for antiaging products, cosmetic companies need to count on reliable methodologies for new product development. In this context, the aim of the present work was to determine whether external preference mapping based on consumers' responses to a check-all-that-apply (CATA) question was applicable for studying consumers' preferences for commercial antiaging cosmetic creams. Six commercial antiaging creams were evaluated by a panel of 69 consumers, who were asked to indicate their overall liking and to answer a CATA question. Highly significant differences were found in the frequency in which consumers used 26 out of the 42 terms of the CATA question. The application of external mapping on the samples' configuration from the multiple factor analysis performed on CATA counts enabled a quick identification of regions of maximum liking within the sensory space defined by the evaluated samples and the drivers of liking responsible for consumers' preferences. PRACTICAL APPLICATIONS By using different groups of terms in the CATA question, relevant information about consumers' perception of different aspects of the samples was gathered. This information could be useful for product development and the definition of marketing and communication strategies. The application of external preference mapping on consumers' responses to a CATA question might be a reliable and interesting option when cosmetic companies face difficulties in using trained assessors' panels.

장소마케팅 관점에서 공공미술 프로젝트에 대한 고찰 -부산 공공미술 프로젝트 사례를 중심으로-

최근 지자체 및 정부 기관에서 소외지역 생활환경 개선 및 문화 복지를 위한 도시 재생사업의 일환으로 공공미술 프로젝트를 시행하고 있다. 따라서, 공공미술 프로젝트는 공공미술 자체의 담론에만 빠져있을 것이 아니라 도시 재개발 속에서의 그 의미를 생각해야 한다. 즉, 공공미슬 프로젝트를 통해 소외지역에 문화 예술을 입히는 것이 궁극적으로는 지역 주민들의 경제를 활성화할 수 있는 장소마케팅의 목적으로 시행될 필요가 있다. 본 논문은 과연 최근 5년간 진행된 부산의 공공미술 프로젝트들이 그 목적성을 달성했고, 장소마케팅 관점에서 성공적이었는지, 공공미술의 성격과 전체 마을의 설립 양상이 비판적으로 재검토될 필요는 없는지에 대한 의문에서 출발하였다. 먼저, 공공미술의 개념 및 공공미술 프로젝트의 효과와 장소마케팅의 개념 및 전략에 대해 이론적 내용을 문헌을 통해 고찰한다. 이를 바탕으로 분석틀을 도출하고 부산시의 최근 5년간 진행된 대표적인 공공 미술 프로젝트 사례를 공공미술적 차원의 요건과 장소마케팅 차원에서의 실효성에 대해 분석하였다. 분석결과를 토의함으로써 공공미술 프로젝트의 실질적이고 궁극적인 목표이어야 하는 장소마케팅 차원에서 향후 공공미술 프로젝트의 나가야 할 방향에 대해 시사점을 제시하였다. Recently, many regional governments and national organizations have propelled public art projects as a part of city regeneration project for improvement of living environment and cultural welfare of neglected regions. It is necessary to think of meaning of the public art project in a context of city regeneration, not only in public art discourse. This paper starts from the question if recent public art projects performed in city of Busan during last 5 year was successful in terms of place marketing. This paper tried to revoke to consider public art project in terms of place marketing because it should be utilized ultimately to activate regional economy for the habitants. First, we reviewed theoretical background regarding definition of public art and place marketing, intended effects of public art project, and place marketing strategy. we elicited an analytical framework and analyzed representative 6 cases of recent public art projects performed in city of Busan in terms of requirements of public art project and viability of place marketing. Discussion of the analysis result suggested implications for the future public art project to direct.

A Provisional Conceptual Framework for Intentional Positioning in Public Relations

Positioning within public relations is a concept not often addressed in public relations literature. This article reports on the progress of a project that aims to develop a way in which positioning could be usefully conceptualized within public relations. It suggests a conceptual framework that takes positioning beyond the marketing definitions that have limited use in the broader public relations field. The article reports on the development of a provisional conceptual framework for intentional positioning within a public relations context. Drawing from recent developments in positioning theory in the field of psychology, a framework was developed and applied to 57 award winning public relations campaign entries. Findings reveal that the positioning framework has the potential to be applied both as an heuristic to aid analysis of practice and also as a framework to aid practitioners in designing positioning strategies. Possibilities for further research are discussed.

Developing a Common Language for Using Social Marketing: An Analysis of Public Health Literature

The term social marketing has been used to describe a multitude of interventions that incorporate the use of traditional marketing techniques to promote a behavior that will improve the health or well-being of a target audience or of society as a whole. However, there is wide variation in the way social marketing is defined and used. This systematic review article examines how social marketing has been defined and applied to social problems within the public health literature from 2001–2006, by adapting a grading-system borrowed from evidence-based medicine and utilizing Kotler and Zaltman's definition of social marketing. Additionally, definitions of social marketing were identified in the reviewed articles. Identifying a common language in the description and design of social marketing interventions will benefit researchers and practitioners interested in social marketing as a behavior change approach.

A Critical Appraisal of the Concept of Non-profit Services Marketing

The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis a revised conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles. [Service Science, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]

Strategic Green Marketing for Survivial

marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way.The American Association (AMA) held the first workshop on Ecological Marketing in 1975. The proceedings of this workshop resulted in one of the first books on green marketing entitled Ecological Marketing. marketing is defined as Green or Environmental consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and occurs, with minimal detrimental impact on the natural This definition incorporates much of the traditional components of the marketing definition, that is All activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants Therefore it ensures that the interests of the organization and all its consumers are protected, as voluntary exchange will not take place unless both the buyer and seller mutually benefit. The above definition also includes the protection of the natural environment, by attempting to minimize the detrimental impact this exchange has on the environment. The obvious assumption of green marketing is that potential consumers will view a product or service's greenness as a benefit and base their buying decision accordingly. The not-so-obvious assumption of green marketing is that consumers will be willing to pay more for green products than they would for a less-green comparable alternative product - an assumption that, in my opinion, has not been proven conclusively. This green marketing approach is largely used as a gimmick by the gigantic corporate houses in order to make a difference in the consumer’s point of view when it comes to major market decisions. Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally fashion. So green marketing is also a way of looking at how marketing activities can make the best use of these limited resources while meeting corporate objectives. Thus an environmental committed organization may not only produce goods that have reduced their detrimental impact on the environment, they may also be able to pressure their suppliers to behave in a more environmentally responsible fashion. Final consumers and industrial buyers also have the ability to pressure organizations to integrate the environment into their corporate culture and thus ensure all organizations minimize the detrimental environmental impact of their activities. With the human escalating heavily, the resources are decreasing. Hence it has become mandatory for the marketers across the globe to use the resources efficiently and not waste them under any circumstances. World wide surveys indicate that consumers globally are changing their behaviour towards products and services. marketing is almost inevitable as the market for socially products is increasing greatly.