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Assimilation of Marketing
Words: 3381 Length: 10 Pages Document Type: Term Paper Paper #: 59014464
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Schewe & Haim (1998) provide an overview of the field of marketing, tracing its roots and development until the end of the 20th century. This era set much of the foundation for how marketing works today, although the modern marketing organization leverages modern technology in ways that were unavailable to practitioners in the 20th century. Schewe and Haim make the case that marketing is a critical element of business success, but that marketing as a function need not be expressly the work of a marketing department. The argue instead that the core essence of marketing lies not just with attracting new customers, but also with ensuring the satisfaction of existing ones.
The inherent logic of this argument is fairly straightforward – marketing is about revenue generation. There are two components to revenue – new business and repeat business. To take a holistic view of marketing is to recognize this…


Rosen, E. (2006) The anatomy of buzz. The Marketing Gurus Penguin: New York

Schewe, C. & Haim, A. (1998) The Portable MBA in Marketing, 2nd Edition. John Wiley & Sons: New York.

Buchanan, R. & Gillies, C. (1990). Value managed relationships: The key to customer retention and profitability. European Management Journal. Vol. 8 (4) 523-526.

Rust, R. & Zahorik, A. (1993) Customer satisfaction, customer retention and market share. Journal of Retailing. Vol. 69 (2) 193-215.