The paper examines the entrepreneurial career of the leader of Moneysupermarket.com (Ms.com) in the context of the entrepreneurial marketing and SME theory. The role of online financial services and knowledge transfer partnerships is discussed.
The paper looks at the concept of marketing environment (ME) reflecting on the opportunities of the changing marketing and business dynamics, and highlighting the importance of SWOT and PEST models in analyzing ME.
The paper explores the advantages of experiential marketing (EM) using case examples, highlighting the drawbacks of EM, and discussing psychological theories supporting EM concepts of related to emotion, entertainment, and engagement.
The paper examines the marketing concept reviewing related articles and discussing the theory of growth in industries, the features of marketing ideology, the issues of relationship marketing, etc.
The paper examines the approach towards marketing planning known as marketing orientation (MO) outlining its benefits, identifying the barriers to MO implementation in profit and non-profit organisations, describing the features of the current business environment, and discussing the outcomes of the improved mass communication & technology.
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