The purpose of this report is to investigate Lang Homes Plc's approach to marketing. To what extent does the business understand and apply recognised principles and practices.

... Executive Summary The purpose of this report is to investigate Lang Homes Plc's approach to marketing. To what extent does the business understand and apply recognised principles and practices. Further to assess the approach, highlighting strengths and weaknesses, culminating in recommendations. The strategy is comprehensive, the approach conforming to many principles. With excellent levels of integration throughout the business. The approach is structured, leading to logical business decisions. To enhance the market position, recommendations are made on integrating innovation into our build process, utilising customer feedback in product and service development and developing a multichannel marketing. Introduction Various definitions of marketing have been produced by the likes of Unilever and Kotler. Perhaps the most relevant to Lang Homes is that of the American Marketing Association, who suggest "marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives"

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