Category: Marketing Management Knowhow

Managing Integrated Marketing Communications
October 24th, 2018

Managing Integrated Marketing Communications

Effectively managing integrated marketing communications is all about improving the brand image and brand awareness which is not a simple task. For that reason, companies have to create marketing strategies and build campaigns around them. And one of the most important aspects of building brand awareness is communication. So companies have to create channels of […]

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What is Retail and Market Logistics?
October 24th, 2018

What is Retail and Market Logistics?

One of the changes the companies are looking forward to is the move towards the value network. As conventional supply chains are becoming obsolete, value networks are showing more and more promise. In value networks, instead of being customers, retailers and wholesalers are thought of as partners of the suppliers. But to successfully design a […]

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What is a Marketing Channel System and Value Network?
October 23rd, 2018

What is a Marketing Channel System and Value Network?

Designing and Managing Value Networks and Marketing Channels Most companies have a similar method of functioning when it comes to the supply chain. They start off by getting raw materials, they use their resources to turn the materials into products, and lastly, they distribute those products to their consumers. But in order to develop a […]

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What are Distribution Channels in Business?
October 23rd, 2018

What are Distribution Channels in Business?

Distribution Channels – Meaning and Their Significance After a product leaves the producer and before it comes into the hands of the final consumer, it has to pass through at least one marketing intermediary. Marketing intermediaries are retailers, distributors, wholesalers, franchises, authorised dealers, jobbers, agents, and even online services and stores. All these intermediaries are […]

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Designing and Managing Services
October 22nd, 2018

Designing and Managing Services

To design marketing strategies around services, it is essential to understand the characteristics of services! Building and managing a positive brand image is the main task of the art of brand building. But advertisers should remember that the process of brand building is not over once the sale is realised. In fact, it takes a […]

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The Effects of Country of Origin on Marketing
October 22nd, 2018

The Effects of Country of Origin on Marketing

How Brands from Certain Countries Score over the Others Have you ever heard of the COO effect? No? It can make a huge impact on your marketing. Country of Origin Effect, or COO, is when consumers and marketers associate brands with certain countries and base their buying decisions on it. For example, thanks to our […]

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What is Product and Brand Strategy?
October 22nd, 2018

What is Product and Brand Strategy?

Setting the Product and Branding Strategy The marketing strategy of every company should revolve around the 4Ps — product, price, place, and promotion. Although no company can create a successful strategy without combining all four Ps, it is the product which is clearly the most important one. No amount of marketing efforts can result in […]

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How to Design Global Market Offerings
October 22nd, 2018

How to Design Global Market Offerings

The world is no longer a large, unreachable globe. And by that, we are not trying to say that the planet is flat, but are simply trying to explain how communication is affecting our perception of it. We no longer have to worry about our distance from the rest of the world when it comes […]

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What is Differentiation and Positioning in Marketing?
October 22nd, 2018

What is Differentiation and Positioning in Marketing?

Nowadays, a market surplus in any niche is what we can expect on average. It is all but impossible to start manufacturing a product that has an incredible demand and an underperforming supply. In fact, even the most basic of products come in multiple varieties and from dozens of companies. For that reason, companies have […]

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What is Competitive Strategy? – Dealing with the Competition
October 22nd, 2018

What is Competitive Strategy? – Dealing with the Competition

Every business market and every single consumer in a market has a set of distinct attributes. And customers function by those attributes. Not so long ago, a company was able to thrive by simply understanding the characteristics of their consumers. Nowadays, it’s no longer that simple. In the modern era where technology is taking over […]

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