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Al-Kbous Industrial Trading and Investment Group
C/M/943. Marketing for FMCG sector at Al-Kbous
- WORDS:
- 4300
- DATE:
- 2008
- PRICE:
- 49.99 GBP
The paper looks at the relevance of marketing for business offering a case study of the Yemen based group Al-Kbous. Background information about the company is presented focusing on the marketing needs of their FMCG sector. Literature on the theory of consumer behaviour is reviewed including the theory of reasoned action, the theory of planned behaviour, etc. The challenges facing Al-Kbous's FMCG sector are identified, marketing approaches to address these challenges are considered along the lines of the marketing mix model.
KEYWORDS: Marketing mix, Al-Kbous, 4P, FMCG sector,
Other Papers On: Al-Kbous Industrial Trading and Investment Group
Other Papers On: Consumer Behaviour
Other Papers On: Marketing Mix
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