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Annotated Bibliography (Trends in Marketing)

Student’s Name

University Affiliation

Marketing
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Marketing is one of the significant harm in the business industry and each and every time

there are rising trends. The marketers always spend time having a data review and attending

meeting meant for planning; it is, however, crucial that the changes that they experience are

discussed and well understood. One of the trends is that mobile and digital marketing is being

faced out as the standalone effort, the marketers should, therefore, have the notations of

marketing and not digital or mobile marketing (Brassington et al., 2003).

Another change that is experienced in marketing is the fact that the marketing strategies

are becoming a multi-touch and multi-stage journey that involves customers, and the marketers

should, therefore, have an evaluation of the failures and success to ensure that the best stages are

followed. The change in the sophistication of the tools used in data analysis is yet another trend

that is faced by marketing individuals.

Annotated Bibliography: Roland, T. Christine, M & Gaurav, B. (2010) Rethinking

Marketing: Harvard Business Review, Harvard Business School Publishing Corporation.

The authors in the article clearly bring out the idea that the trends in marketing are

paramount and hence should be embraced by an organization. The day to day cultivation of the

customers goes a long way in ensuring that the organization experiences the expected profits. The

customers should, therefore, be allowed to interact with the products at each stage of production

and hence to lead to the development of a healthy relationship which translates into an increase in

the number of sales.

The authors focus on informing the managers in each and every organization on the fact

that changes in business are inevitable. The information is well brought out immediately when

one reads the heading of the article, “Rethinking Marketing” hence capturing the reader at a
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glance. One of the advantages of the material is that the reader can be able to identify the

methods that can be used to cope with the changes in marketing. A later study by Mooradian et

al. (2012) supports the idea as shown below.

Annotated Bibliography: Mooradian, T. A., Matzler, K., & Ring, L. J. (2012). Strategic

marketing. Upper Saddle River, N.J: Pearson Education.

The competition in the market always puts the marketers on their toes to ensure that the

opportunities that present themselves are taken. To ensure that the organization takes the

opportunities that are offered to the market there should be an understanding of the trends which

include the complete change of the notion that there is marketing and on the other hand, there is a

mobile or digital marketing. The two should be taken as one and always focus on the satisfaction

of the customers.

To understand the trends in marketing, the authors has brought up the concepts of

marketing and also the possible grouping of the products in the organization to ensure that the

customers are satisfied with getting the right product. The book focuses on the society and the

business marketing, it is therefore of use in organizations as well as in the training of

entrepreneurs.

Annotated Bibliography: Kotler, P. (2005). Marketing management. Upper Saddle River,

N.J: Prentice Hall.

In the article, the author aims at informing on three major areas of the market and the

changes that occur. The first part helps in explaining the ways that the market can be accessed to

understand the trends; this is done by the environment that the organization operates the day to

day activities. The next part explains the ways that can be used to determine the target
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marketplace on the possible outcomes and this uses the methods of data analysis. The trends in

the methods help in making work easier and even leads to the increase in the accuracy of the

results.

The understanding of the marketplace is also well expounded on in the article, the

changes in the consumer behavior help in explaining the reasons for the purchase of a given

product or service. The article is aimed at bringing knowledge to the public as well as the

organization on the possible trends and the importance of understanding each of the parts

involved in marketing.

Annotated Bibliography: Kerin, R. A. (2007). Marketing. New York: McGraw-Hill/Irwin.

Trends in marketing are well understood if marketing by itself is well understood. Kerin

(2007), explains the meaning of marketing and the continuous contribution to the growth of any

given organization. The success of a marketing plan depends on the understanding of the possible

scenarios, a well presented ethical framework for making decisions is expounded on, this helps in

ensuring that the marketers follow an allowed route in ensuring that the organization makes

profits.

The ethical issues assist in increasing the trust that the customers bestow on an

organization hence help in ensuring that the sales at all times are at the maximum number. The

article is aimed at training young entrepreneurs on the trends that occur in the business and the

ethical issues that should always be focused on in executing the patterns.

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Annotated Bibliography: Keith, R. J. (2006). The marketing revolution. Analytical

Viewpoints in Marketing Management / [a Cura Di] Keith K. Cox.

At all times a business person face changes in the activities undertaken, the changes bring

a revolution in the industry. In the article, the author other than giving examples of the trends that

occur in marketing helps in providing an explanation of the ways that can be used in managing

the patterns. For instance the changes in the marketing strategies to becoming multi-touch and

multi-staged, whereby the customers should be able to see what the product does before the

acquisition.

The article aims at ensuring that the marketing department is always able to manage the

trends that occur and satisfy the needs of the customers. The primary objective of the article is,

therefore, the organization’s marketing department.

Annotated Bibliography: Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-Hill

Irwin.

With the changes in the marketing strategies that are to be employed by an organization,

Grewal and Levy (2010) depict that the organization should also expect the change in the

customer behavior and hence influencing the process of marketing at each and every instant. The

marketers should therefore at all times be informed of the changes in the client behavior, and this

can be achieved when the data analysis is well done in the organization.

The methods of data analysis in marketing are therefore changing, and easier methods are

brought to the business each day by the human resource. The author is aimed at informing
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organizations as well as the customers on the parts that they each play in ensuring that there is a

success in the market.

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References

Brassington, F., & Pettitt, S. (2003). Principles of marketing. Harlow, England: FT/Prentice Hall.

Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-Hill Irwin.

Keith, R. J. (2006). The marketing revolution. Analytical Viewpoints in Marketing Management /

[a Cura Di] Keith K. Cox.

Kerin, R. A. (2007). Marketing. New York: McGraw-Hill/Irwin.

Kotler, P. (2005). Marketing management. Upper Saddle River, N.J: Prentice Hall.

Mooradian, T. A., Matzler, K., & Ring, L. J. (2012). Strategic marketing. Upper Saddle River,

N.J: Pearson Education.

Roland, T. Christine, M & Gaurav, B. (2010) Rethinking Marketing: Harvard Business Review,

Harvard Business School Publishing Corporation.