Description: A very small book. But with a very nice content. All the topics are written and nicely explained by multiple people. Every author is an expert Digital Marketer.
Description: A detailed guide regarding search engine optimization. Description: A small guide booklet from a Marketer from the Google. A good informative book. So, this is a list of free digital marketing eBook PDF available for download. I hope you find at least a couple of them interesting.
We offer 3 months online digital marketing course covering more than 40 modules. Well, regarding the books let me know in the comment area, which one you are reading today. Also, if you have suggestions for any other free books that our readers can benefit from, let me know in the comments section.
Authors and Contributors at Staenz Media and Staenz Academy write about online businesses, digital marketing trends, career opportunities in application development and other interesting updates in the field of online business and internet marketing.
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Thank you for making available these quality materials on digital materials. They are comprehensive and very useful. I wish you have same on Data analytics with excel, InDesign and illustrator.
Amazing Books posted by you respected Sir, I am sure these will really help me to understand Digital Marketing. Thank you so much, Team Staenz, for sharing these free ebooks. I wish I had discovered your site earlier. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. Post comment. Skip to content.
Author: Team Staenz Authors and Contributors at Staenz Media and Staenz Academy write about online businesses, digital marketing trends, career opportunities in application development and other interesting updates in the field of online business and internet marketing.
Related posts. I really appreciate you sharing these wonderful resources with us. And the researcher is faced with problem of low capital and thus could not go beyond the scope actually covered by this study. Another limitation encountered by the researcher, is the respondents did not give their full attention when interviewed secretly, and this factor limit the scope of this study.
Lastly, low response rate of the respondents is another factor that limits the scope of this research work. In the course of this study, many terms and concepts will be encountered especially by users of this project work. Therefore, for easy comprehension and understanding, the researcher has taken the pain to define some of the key concepts and terms. It could be an idea, goods, services, or any combination of the three.
Information refers to a processed data with a meaning. Interview represents a personal contact between the researcher who is the interviewer and the respondent, the interviewee. Chapter two review relevant literatures about the topic, while chapter three contains the research methodology i.
Unilever Nigeria plc started as a soap manufacturing company, and today is one of the oldest surviving manufacturing organizations in Nigeria. The company changed its name to Unilever Nigeria plc in All of the definitions given above are correct while at the same time all slightly differs.
The American marketing association definition of marketing quoted above, is the most widely recognized and frequently quoted by marketing writers, scholars and practitioners. It indicates that marketing involves a diverse set of activities directed at a wide range of products, and stresses the importance of facilitating satisfying exchanges. Marketing involves a diverse set of activities; it is not simply selling, advertising or any single activity, marketing process encompasses many activities necessary to ensure the success of a product.
Organization such as universities, polytechnics, hospitals, charity organizations etc performs marketing activities too. Marketing concept is some times referred to as marketing orientation or customer orientation. The marketing guru, Kotler, summarized the marketing concept in this way. The marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities towards determining and satisfying the needs and wants of target market.
No company can operate in every market and satisfy every need. Companies do best when they define their target market carefully and prepare a tailored marketing programmed to exploit such a market. To this end firms must have a thorough understanding of customers need and wants. First, the various marketing functions such as marketing research, sales force, advertising, product management etc must work together.
Second, marketing must be well coordinated with other company departments such as production, finance, personnel. If various departments follow their own private agenda in conducting marketing activities, the organization may loss sight of customers needs. The entire organization must be focused on the customer to effectively practice the marketing concept. In some instance this goals may be profit oriented in others, they may be furthering a social cause.
In many cases, firms that adopt the marketing concept to achieve their own goals by satisfying the needs of customers through coordinated and organized activities should at the end make profit. Marketing research can therefore be seen as the systematic and objective approach for the gathering, analyzing and making available information to guide mangers in carrying out marketing decision to solve marketing problems.
It should be directly tied to the decision being made or the problem to be solved, and all aspect of the design will be developed in detail beginning with the identification of problems and information needs and setting out in advance the methods of data collection and analysis. At this juncture it is important that we emphasis, that marketing research and market research should not be confused.
Marketing research implies a broader sphere of activity than market research. Market research i. The term market research investigates and tends to be restricted to a research that merely looks into the market place.
Marketing research covers estimates of market size. Marketing research is the tool by which management is supplied with the necessary information which imagination and ingenuity coverts into a stronger competitive position.
Bearden, Marketing research, as in marketing management, the objective is to develop the means and methods by which business executives can get the right goods to the right place and at the right price. Marketing research informs management where the company stands in its industry, predicts and analyses industry trends. It is an essential management tool in appraising and improving sales management effectiveness and it also aids management in the development and introduction of new products.
Each stage is as important as other stages. The marketing research process should be systematic and objective. Step 2: Develop the research plan. Research purposes describe the objectives of the study purposes are the goals the decision maker seeks to achieve in solving a problem. An explicit definition of the research problem is probably the most important research task.
It is important to note that certain research problems may not be fully defined or formulated because the researcher lacks the requisite information to guide him in problem formulation. To remedy such a problem the researcher can embark on an exploratory research. The goal of the exploratory research is to gather preliminary data to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
Step 2: Developing the Research Plan The second stage of the marketing research process calls for developing the most reliable and efficient plan for gathering the needed information.
Kotler suggested that developing a research plan requires making decisions on the data sources research approaches methods , research instruments and sampling plan or design. Data Sources: Marketing research plan can call for collecting primary data, secondary data or both. Primary data are data gathered or collected specifically for the research needs at hand, while secondary data are data that were collected for another purpose and already exist somewhere.
They are published information collected for purposes other than specified one. Researchers usually start their investigation by examining secondary data to see whether their problem can be partly or wholly solved without gathering costly primary data.
Other sources of data are Government sources, which include the numerous publication and research reports from the various levels of government, their ministries. Research Approaches or Methods: Primary data can be gathered in four ways, which are; Observational Research: Fresh data can be collected by observing the relevant actors and settings. In observation, no communication goes on between the behaviour. Watching, either mechanically or in person, on how people actually behave is the way marketing researchers collect observational data.
The moderator needs to be objective, knowledgeable on the issue and be an expert in consumer behaviour and groups dynamics. It requires carefully and precisely definition of the population of respondents, then selection of the sample respondents to be reached or contacted, designing the questionnaires, data collection then processing and analysis of data are the remaining steps in survey.
Experimental research: The most scientifically valid research is experimental research. In experimental study, the researcher controls or manipulates one or more variables dependent variables and measures their effect on another variable Independent variables iii. Research Instruments: Marketing researchers can choose between two main research instruments in collecting primary data, which are questionnaire and mechanical devices.
A sample is a group of elements such as people, companies, and locations selected from the population of elements that interests the researcher. A sampling plan calls for three decisions, which are; a.
Sampling unit who are to be surveyed? The major areas of concern arise in data collection stage, is whether to contact and conduct the interview in person, by telephone, traditional mail or by the internet and how to manage the field interviews. Step 4: Process and Analyzed the Data. Once the data is collected in the field, it must be prepared for presentation to marketing management or the decision maker.
The first step is to prepare the data into a computer accessible data structure. This is called data processing and it involves four steps, which are; editing the data, coding the data, putting the data into computer readable form and reading the data into a computer file and storing it on a disk file Step 5: Present the Results The analyzed data should then be presented to the management both in written form and orally.
The researcher should not overwhelm management with lots of numbers and fancy statistical techniques, but rather should present major findings that are pertinent to the major decision facing management. The offer of an organization to a target market consists of an organization of a product mix that is made up of product lines.
A product is anything that satisfies a need or wants and can be offered in an exchange. It includes such supportive elements as; packaging, branding, labeling, convenience of purchase, post-sale services etc. Non-durable Goods: These are tangible goods that normally are consumed in one or few uses.
Examples are milk, sugar, soap, drinks etc. Durable Goods: These are tangible goods that normally survive many uses. Examples are cars, refrigerators etc. Services: Services are intangible, inseparable, variable and perishable.
As a result they normally require more quality control, supplier credibility and adaptability. Examples include services of a lawyer, hair cuts etc. Consumer product classification. This is a product purchased for personal and family consumption. Consumers buy them to satisfy their personal needs.
Consumer products can be classified into four categories, which are; i. Convenience products: - These are products that are inexpensive, the consumer usually purchases frequently, immediately and with a minimum of efforts.
Examples are bread, milk, newspaper etc. Shopping goods:- These are products that consumer purchase after some shopping around to compare product on such bases as suitability, price, quality and styles. Examples are clothes, electronics etc. Specialty Goods:- These are products with one or more unique characteristics and brand identification that a large group of buyers is willing to spend considerable time and effort to purchase. Examples are cars, stereo components etc.
Unsought Goods:- these are goods that consumers are happily doing without and do not normally think of buying unless a special effort is made by the seller to push the goods. Examples are life assurance, cemetery plots etc. Industrial Products Classification This is a product bought for use in the production of other products or in a business operation.
Based on their characteristics and intended uses, industrial products can be classified into; i. Raw Materials:- These are basic goods that actually become part of a physical product. Capital Equipment:- This refers to the large tools and machines used in production process such as bulldozers, robots, cranes etc. Accessories:- These are products used in production or office activities but do not become part of the final physical product. Example are typewriters, calculators etc.
Component parts and Materials:- These are similar in nature to raw materials in that they go to make up the end products. They are finished items or items that need little processing before becoming part of the physical product. Supplies:- A supply does not become part of the finished product, but it does expedite production and operations.
Examples are paints, brooms etc. Therefore, he should consider strategies of market, product and marketing mix modification. The manager must try to increase the consumption of the existing product. The manager must also look for ways to stimulate increase usage of the product among present consumers to buy the product.
The manager may also reposition the brand to appeal to the customers to increase the growth of the segment of the whole market. Although, they do not expect the product to sell forever, management hopes that sales will be high and last longer. Management is aware that each shape and length are not easily known and ascertained in advance. The following are the four distinct stages a product passes through on its life cycle; Introduction Stage This is a period of slow growth as the product is being introduced in the market.
Operations are characterized by high cost, low sales volume, and limited distribution. It is the most risky and expensive stage. Growth Stage This is the stage at which both sales and profit rise often at a rapid rate. Competitors enter the market in a large number if the product outlook is particularly attractive. Numbers of distribution channels, price, and income are likely to increase. Maturity Stage This period of slow down in sales growth because the product has achieved acceptance by most of the potential buyers.
Profits stabilize or decline because of increased expenses to be incurred in defending the product against competition. Declining Stage This period is inevitable as new products are bound to start their own life cycle and replace the old ones. Cost control becomes increasingly important as demand drops.
Advertising declines and a number of competitors withdraw from the market. Whether the product has to be abandoned or the surviving seller can continue on a profitable basis in a limited market often depends on management strategic abilities. Ibrahim : Introduction to marketing 2.
The idea generation is a stage where an idea of product is generated. The idea can come from many sources such as salesman, company order, employees, and consumers through their complaints, competitors and trade association. The major technique used at this stage is brainstorming. Definitely, it is not all ideas that could be very sound and feasible.
The idea screening stage therefore is a stage where one screens out ideas. Similarly at this stage, product planner looks for ideas that are worthy for further study by eliminating irrelevant ones. The concern here is to be able to determine which of the ideas is feasible and practicable technically, economically, financially and other wise. Also the long-term potentials of the business enterprise are looked into. At this stage, therefore, the product features, product profitability, estimated demand, as well as the possible returns on investment are considered.
Only idea s with the greatest potentials for success are accepted. Only few quantities are produced so that the products can be tested in the market to practically determine its feasibility. The reasons for test marketing are to determine; a. Whether the market will accept the product.
The marketing programme that will be eventually used. Whether the products can even be marketed profitably. The product quantity and the price at which consumers will accept the product.
Full scale production and marketing programme are planned and executed and the product is then launched. Before commercialization of a product takes place, the product planner has the full control over the product, but after the product have enters the market, forces within the external environment over which he may have little or no control can distort its success tremendously. To this end, we can therefore see that marketing research plays a very vital role in the survival and performance of an organization.
Marketing research results are useful and needed in four main areas; Specific Problem Solving and Reduction of Uncertainty: If marketing research is done quickly enough, it will provide vital information needed to certain or curb the problem.
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