Literature review on marketing plan

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What is the purpose of this literature review?

Introduction The purpose of this chapter is to review related literatures concerning relationship marketing and customer retention at FMCG companies with special reference to Uniliver Nigeria Plc.

How to do a literature review for Strategic Marketing?

Strategic Marketing. A literature review on definitions, concepts and boundaries A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text.

What is cause related marketing in literature review?

2. LITERATURE REVIEW In 1999, Adkins defined cause-related marketing as "activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit" (p. 11).

Which is the best definition of a marketing mix plan?

Marketing managers must develop a systematic plan to sell to the customers after selecting a target market to create long-term relationships (Doyle, 1995). The marketing mix plan consists of 4Ps which consists of decisions about product, place, promotion and price (Goldsmith, 1999).

Last Update: Oct 2021

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