Proactive marketing of Selection and Rationale

                The topic we have chosen for our research is that proactive marketing of brand ends in sales generation. The reason behind choosing this topic is the fact of growing of brands and the growing competition in the market. It is of utmost importance to research and know the modern marketing methods helps in sales generation. Business students can find this research and topic useful in their future careers and it will widen the horizon of thinking. Another reason why we chose this topic is because it provides us the insight of consumer behavior and will make the business students and marketers aware of the surrounding market trends. Not only this is the topic also important for the brands to know the real benefit of marketing their product. The topic will span on to different kind of marketing techniques and their usage. From online methods to conventional marketing, the research report will give us a outline about which kind of marketing technique is fruitful and which is not. The research will show us the impact of different marketing techniques and which is best suited in today’s word. The report will cover major aspects of the subtopics. Our research will act as reference point for the study of marketing techniques in regard to consumer behavior and integration of sales with marketing.

Subtopics of Selection and Rationale

The main concept as discussed above is Proactive marketing of brand leads to sale generation. There are many other factors that come in play along the main topic. They include:

Different types of Conventional Advertising

Marketing as a tool to manage brand identity and operations

The effect of digital marketing on sales and brand perception

Only marketing doesn’t make any product successful

The Dos and don’t of Marketing

Method of research of Selection and Rationale

            For any given research it is important to have a research plan to proceed. We will be reviewing historical data also known as literature review as our primary sources and the work done before to come to the conclusion regarding our research. The research methodology will be using the scholarly articles and research as our primary source for data collection. Secondary sources such as interviews with friends and close circles to confirm our hypothesis. Apart from this we may conduct an online survey to see the impact and out reach of the given topic. Once the data is collected, it will be compiled to extract useful information from it. Fair analysis of data is very important based upon market research to back our hypothesis. The different tasks in this research include:

Collection of Data (Primary)

Collection of Data (Secondary)

Online survey sales from e commerce sites (search)

Extract key points

Write analysis

        All of this may seem easy task in hand but requires proper planning and co ordination. For the quality of work only recognized articles from known journals will be used for the accuracy of research and its usefulness. The topic shall be covered in broader scope narrowing down to subtopics. Each task will be divided among the group members for productivity and efficient work timings so not any individual is over burdened.

Literature Review of Selection and Rationale

There are numerous papers that are group is going to review. In this section we will be discussing the papers, their outline and their relevance to our research. The paper are as follows:

Ending the War Between Sales and Marketing (Kotler, Reckman & Krishnaswamy, 2006)

Abstract:

            The article is published in the Harvard Business Review. The article discusses a life long battle between the sales and marketing force of firms. This articles tells us about the impact and importance of the teams or departments. The research carried out reflects that how both the branches adds value to the company. Light is shed on the relationship between the two and the great importance it carries in the running of the company. The articles describes that the both departments work together and should be well aligned for successful operations of the company. The researchers (authors) have done a great job in conveying the importance of creating the right synergy in both marketing and sales team for maximum output & profits. The article discusses the integration of sales and marketing.

Relevance:

This source will be useful for our research helping us getting insight about the sales and marketing integration which is related to our many subtopics.

Branding in the Digital Age (Edelman, 2010)

Abstract:

This research article was also published in the Harvard Business Review. The article discusses many of the aspects of branding in the digital age and the proposes a methodology that is more effective and relevant in terms of branding in this modern age and time. The researcher emphasizes on how market dynamics have changed and the customer tunnel is different than it was years before. He believes that now consumer behavior about buying has changed and its time to change our sales model. He argues that sales and marketing are virtually one now and it is for marketing teams to use the modern methods to generate sales. The marketing and sales are about the customer experience and he emphasizes of content driven marketing. He tells how the online marketing (digital marketing) has made it convenient for the buyer and adds more to the experience. He compares it with the traditional marketing methods calling upon the marketers and businesses to adapt before they run out of business.

Relevance:

        The source will be useful in our research in the ways of getting to know the role of digital marketing rather than just knowing about what it is. It gives us a run down by comparing and the benefits of digital marketing.

Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation (Demirdjian, 1983)

Abstract:

        Published in the Oxford’s Journal of Consumer Research, this article is a milestone in the history of marketing and sales. The article has used different constructs to evaluate the effect of comparative advertising (by conventional ways) on sales generation. They writer uses different types of emotions, attitudes beliefs and intentions when viewing advertisement and its role on the purchase behavior. The results of his research contradict previous findings of time hinting how with time the consumer behavior is evolving. It also tells us that how comparative marketing is effective in sales generation than its counterpart non comparative marketing.

Relevance:

The source adds value to our research in not only knowing the conventional ways of advertising but the effectiveness of it too.

Rethinking Marketing (Rust, Moorman & Bhalla, 2009)

Abstract:

            The article is published in the Harvard Business Review. The article talks about the changing market trends and what the companies need to do in order to be successful. The idea behind the article is that the new modern technology has enabled companies to come in direct contact with the consumer making them more aware. The paper argues that the time has come from product push strategy to consumer pull strategy and companies should focus on building customer relationship. This adds to the responsibility of the marketing department for Customer Relationship management. The article discusses the importance of Research and development coupled with CRM to create profitability from customer rather just the product. They talk about cost not relating to products only but cos to acquire a new customer. The marketing restructure should start from the top.

Relevance:

        The source is a useful one for knowing about the growing importance of CRM and customer services as a part of marketing and how it effects sales and brand perception in the long run.

References of Selection and Rationale

Demirdjian, Z. (1983). Sales Effectiveness of Comparative Advertising: An Experimental Field Investigation. Journal Of Consumer Research, 10(3), 362-364.

Edelman, D. (2010). Branding in the Digital Age. Harvard Business Review, (December).

Kotler, P., Reckman, N., & Krishnaswammy, S. (2016). Ending the war between sales and marketing. Harvard Business Review, (July - August).

Rust, R., Moorman, C., & Bhalla, G. (2010). Rethinking Marketing. Harvard Business Review, (January - February).