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MARKETING BEHAVIOR PRACTICES TOWARDS COMPETITORS FOR APPLICATION OF MARKETING BEHAVIOR MATRIX IN ONLINE MARKETING- AN EXPLORATORY STUDY
(2014)
  • Dipanjay Jayant Bhalerao
Abstract

Behavioral aspect in marketing domain has been crucial majorly from consumer’s point of view. Since 1957, except the theory of MBEA (Marketing Behavior and Executive Action) by Prof. Wroe Alderson, the behavioral aspect of marketing was researched only in the consumer buying behavior arena. “All marketing activity is an aspect of the interaction among organized behavior systems related to each other in what may be described as an ecological network. Operating systems are a subclass of behavior systems, distinguished by inputs and outputs and the structuring of processes to achieve efficiency” (Wroe Alderson, 1957).As per this statement there is scope of research for the behavioral aspects of marketing function with various elements of market i.e. customers, competitors, marketing partners & regulatory bodies. Further to the above said, the marketing behavior becomes critical in the online marketing field as the human interface is minimum as compared to the traditional marketing , and demands high level of human touch as the online marketing growing with heavy industry competition. This paper adopts case study methodology to do initial exploration of current marketing behavior pattern with these elements since the marketing activity is an aspect of organized behavior system w.r.t. marketing. In this paper the researcher has attempted an exploratory study of marketing behavior practices towards competitors to come out with marketing behavior matrix which can be applied to the online retailing arena (a fast growing B2C part of online marketing industry i.e. e- commerce. The online marketing industry is growing; the competitors are doing everything to win the markets and many more things than just leveraging technology. Hence this study of marketing behavior of companies towards competitors will bring new insights in their focus towards competition

Keywords
  • Marketing behavior,
  • behavioral systems,
  • marketing behavior matrix,
  • online marketing behavior,
  • customer collaboration
Publication Date
Winter January 12, 2014
Citation Information
Dipanjay Jayant Bhalerao. "MARKETING BEHAVIOR PRACTICES TOWARDS COMPETITORS FOR APPLICATION OF MARKETING BEHAVIOR MATRIX IN ONLINE MARKETING- AN EXPLORATORY STUDY" (2014)
Available at: http://works.bepress.com/dipanjay_bhalerao/9/