Marketing Approaches and the Utilization of the Mass Media

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This paper is presented in two sections. The first section considers the way that firms may adopt a marketing orientated approach towards their operations, and looks at the way that this manifests in both commercial and nonprofit making organizations, including the advantages and the difficulties in utilizing that approach. The second section examines the impact of changes in mass communication infrastructure on the way marketing takes place, with specific focus on the impact of marketing on the Internet. Twenty sources are cited in the bibliography of this seventeen page paper.