Marketing strategies comprised of several marketing tools is essential to the survival of a company; word of mouth alone will not suffice. Marketing is the technique or techniques used to promote or sell an organization's products or services. Merriam-Webster defines marketing as "the process or technique of promoting, selling, and distributing a product or service, and an aggregate of functions involved in moving goods from producer to consumer". (http://www.m-w.com) The Encyclopedia Britannica offers a similar definition with " the sum of activities involved in directing the flow of goods and services from producers to consumers". (http://www.search.eb.com.ezproxy.apollolibrary.com/eb/article-9109821)Ultimately, the marketing goal of a company is to anticipate consumer wants and needs, and provide the product or service while ensuring profitability. A company may have an outstanding product or service but without a strong marketing strategy to promote it, it may suffer poor sales due to lack of consumer interest. It is essential for an organization to understand the needs and wants of the end user in order to gain a competitive edge in its industry and make a sizable profit.
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Amazon hefOnce the organization has a clear picture of the market base they must advance forward and execute a clear, concise marketing strategy. The interest of the consumer must be captured in order to develop enough interest in the product to warrant a purchase. The Internet is almost a necessity now and having a company website is a very strong marketing tool. Amazon, Barnes and Nobles and Borders have been successful with their e-commerce sites using a mixture of marketing tools.
Amazon.com is a pioneer in the e-commerce business and has maintained its success over the years. Amazon has branched out into other areas other than book sales such as jewelry, music, and DVDs. They have also offered their website to affiliates to...