SIX STAGE MODEL APPROACH TO MARKETING IN KNOWLEDGE DRIVEN BUSINESS TO BUSINESS SERVICE ORGANISATION: A LITERATURE REVIEW

In any kind of organization, marketing is one of the key departments that plays a strategic role. When marketing is done in an effective manner, it is capable of generating significant and everlasting results for firms like increasing market share -, in turn increasing profitability level and creating brand equity of the firms. Any kind of organization, regardless of their nature of operations generally requires marketing to be done in a manner that is efficient so as to generate results. This paper provides analysis of the marketing strategies in knowledge driven business to business service organisation. It mainly looks at the knowledge processing businesses, consulting businesses as well as other kinds of professional services segments in India. A six stage marketing approach has been proposed for the research for these knowledge driven business services organizations