Organisational Marketing Defined

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Issue:

Business

 

Written by:

Bernard H

 

Date added:

May 27, 2015

 

Level:

University

 

Grade:

B

 

No of pages / words:

3 / 809

 

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697 times

 

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Essay content:

However, the term organisation is in itself very vague, where a definition by Turnbull in The Marketing Book, (edited by Baker, M., 1994), p217, terms it as “a group of people pursuing a common aim through coordinated activities”. Also it is acknowledged that organisational marketing, as compared to consumer marketing, is a more elaborate activity “characterised by complex interaction processes both within the marketing and purchasing companies and between these companies” (ibid, p235)...
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Also it is acknowledged that organisational marketing, as compared to consumer marketing, is a more elaborate activity “characterised by complex interaction processes both within the marketing and purchasing companies and between these companies” (ibid, p235). The origins of organisational marketing lie in industrial marketing, which was primarily concerned with industrial goods, which are used in the production of final consumer goods...
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