Literature ground

The Merriam-Webster Dictionary defines social media as “forms of electronic communication (as Web sites for social networking and blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).” The same source defines networking as 28 “the exchange of information or services among individuals, groups, or institutions; specifically: the cultivation of productive relationships for employment or business.” Zhou, Wu and Luo (2007) defined SMM as, ―Social Media Marketing depends on mobile and web-based technology to create highly interactive platforms through which customers and media sites share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive disruptive factors to marketing communication for organizational growth between organizations, media sites, and customers‖.  Exploring the Impact of Social Media Marketing on Consumer Brand Preference A Study on Social Med...

  Mihart, C. (2012): Integrated marketing communication (IMC) is one of the most controversial and popular areas of research. It undercovered the wide variety of concepts, ranging from the simple coordinating of the promotional tools, to a more systematic complex strategic process. This paper has clarified some of the vital aspects reflection towards the buying decision process. The patient envisions medical care in terms of the people who deliver it. Thus the fifth P of marketing is the organization’s people (Kotler, 2011). Many service industries such as health services are facing increasing competition. Strong brands are established not only in the market, but also in the mind of the customer. Services can be classified into two categories. Firstly there are services which are small or unlinked to goods; and secondly services that are connected with the products (Keller, 2003).  The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfac...

  According to Jim Blythe in his book “ Marketing Communications” ; “Perception is the process by which individuals select information from the surrounding enyironment and synthecise it into a world-yiew/ A STUDY ON DEALER CHANNEL FOR INDUSTRIAL PAINT MARKET IN . SOUTH GUJARAT REGION (DEVANG DESAI)  The present study attempts to focus upon dealer channel for industrial paint market, which is an industrial product. The findings of this study provide valuable insights for manufacturers and other industry stakeholders operating in the industrial paint market. By understanding the dealer channel dynamics, manufacturers can develop strategies to improve channel management, enhance dealer performance, and strengthen relationships with their distribution partners in South Gujarat see the full article:  Shodhganga@INFLIBNET: A Study on Dealer Channel for Industrial Paint Market in South Gujarat Region Growth and problems of solar power generation and customers and deal...

Balamurugan and Sindhu (2017) , in their study titled “Factors influencing consumer buying behaviour with special reference to dairy products”, Consumer behaviour study is based on consumer buying behaviour .It is getting better business performance through a concerned of buyer favorite and desire. To be increasing competition where there are several brands selling the same products. Consumers have a plentiful number of preference and many various factors influence their buying behaviour. These factors are based on convinced variables used in the consumer behaviour. These variables include packaging, cost, accessibility, ingredients, and product popularity, products quality, product flavour, etc. Though the cost of all considered milks are at par, the customers favour a exacting brand suitable to various reason. it may be as of the cost, value, service or advertisement provided by branded milks. The study is useful to the marketer as they can manufacture a variety of buying ...

CUSTOMER PERCEPTION AND MARKETING STRATEGIES OF HEALTHCARE PRODUCTS AND SERVICES IN KERALA (PRAMOD.A) sept 2021 This research work has concentrated on identifying various problems faced by the marketers and the diverse marketing strategies adopted by the marketers for increasing the turnover of the healthcare products and services thereof. It is found that there exists a significant variation between the type of customers and their perception towards the healthcare products and its services.  see the full article-   Shodhganga@INFLIBNET: Customer Perception and Marketing Strategies Of Healthcare Products And Services In Kerala CUSTOMERS’ PERCEPTION TOWARDS MOBILE PHONE SERVICE OPERATORS (WITH SPECIAL REFERENCE TO PRAKASAM DISTRICT (ISAC GUNDAY)  This review examines a study focused on investigating customer perceptions towards mobile phone service operators in Prakasam district. The study aims to provide insights into how customers perceive the various mobile...

  Kinnard (2000, xviii) defines e-mail marketing as” the act of sending marketing communications to recipients who first request it”. Huh and Reid (2004) who state that ‘Direct consumer marketing can be greatly affected by consumers approach towards it, which is influenced by media integrity’. Apple Newton, a discontinued product had the opportunity to crop up again because of consumer’s choice/demand. According to Teenage Research Unlimited, more than 87% of grownups use Internet and engage in chat sessions. The prospective research in this field seems promising, since it provides heaps of information for young minds concerning others’ experiences of the products which they may have used or liked. According to McPherson (2001), millions of people use e-mail for communication of professional and personal nature. Advertisers consider email as a perfect targeting tool which is capable of providing direct access to consumers. Among the different forms of online advertising, permi...