Category: Marketing

What is Viral Marketing

By Priya Chetty on February 15, 2010 1 Comment

Viral marketing is a concept which has its origins in the Internet. The term was invented by Steve Jurvetson, a venture capitalist, to describe the method used by Hotmail to develop its e-mail service. Most of the standard marketing textbooks mention the term. For example, viral marketing as ‘electronic word of mouth’, while Smith and Taylor give the following description of the process involved….


Axe Snake Peel shower scrub

By Abhinash Jena on February 14, 2010 2 Comments

Axe is a brand with a variety of products like deodorant, shower gel and aftershave with different fragrances, targeted at young man. The good reputation of Axe in Holland has helped the introduction of its new shower scrub (Van der Aa 2005, pers. comm., 22 April).


Defining different marketing goals

By Abhinash Jena on February 14, 2010 1 Comment

This term can be used when a new product is entering the market and consumers need to be aware of the existence of a product (Kotler 1999, p. 493). Especially in the case of trends when the time to market is very short, quick awareness of the product by consumers is desirable.

Influential buying and influencers

By Abhinash Jena on February 13, 2010 No Comments

The fact that about 20 per cent of a company’s customers generate 80 per cent of its revenue is widely recognized. But perhaps it is even more important to identify and target the customers who form the 10 per cent of the population that influences the purchasing decisions of the majority.