Marketing is defined as the activities and practices adopted by any company to promote a business where the aim is to sell the final products and service. Marketing is inclusive of the advertising done by a company and inclusive of the market research activity. In this respect it can be considered that marketing has a direct impact on the perception of the customers and on the attitude as held by the customer towards a specific brand or even towards a particular product or services.
With globalization there has been a change in the way business is done. With the rise of Internet-based business (Like Amazon, Alibaba), there’s been an explosion of international trade, and more and more consumers essentially have the world at their door. It allows sellers to remove friction points and make it as convenient for buyers to purchase the products they want. Selling online can help your business reach new markets and increase your sales and revenue gains
The business environment is becoming more challenging where there has been a shift toward the use of various form of digital media to market the brand, company as well as the products and services offered by it. The use of social media has been on rise where it is used to shape the customer perception and the attitude, which is held by the customers towards a particular brand and company.