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perience (driving, parking, poor service etc.) for the wonder and convenience of shopping on-line. SThis next stage in marketing planning is indeed the key to the whole marketing process. The marketin need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, ed effect of the media weight or spending level, the effectiveness of the media buy or targeting, andg sales leads from their site. There are many other models based on the specific needs of each persoher than direct marketing because they try to achieve a direct response via broadcast on a third parThus, the definition of IBM's `corporate mission' in the xxxxs might well have been: `We are in the The share of advertising spending relative to GDP has changed little across large changes in media. -centered. Products are often developed to meet the desires of groups of customers or even, in some Films like Krrish had over a dozen placements including Lay?s, Bournvita, Samsung, Faber Castell and