ABSTRACT
Companies have essentially two major activities: marketing and innovation. Marketing is the whole business of the enterprise seen from the perspectives of customers. The purpose of marketing is to provide products and services that meet the needs and wants of customers. Marketing impacts the top line (i.e., sales revenue) of any enterprise. Innovation strengthens the enterprise’s competitive marketing ability to sustain protability by way of timely application of unique technologies and other core competencies (Kotler 2015; Burrow and Fowler 2015).
