The meaning and importance of marketing has been expressed differently, albeit in similar context, by various researchers through history. Kotler and Keller (2006) state that the financial success of a product depends on its marketing ability.
marketing strategyThe term ‘Bottom of the Pyramid’ was coined by C.K. Prahalad in 2005 in his work, The Fortune at the Bottom of the Pyramid . It refers to the concept of influencing the lives of poor population of the world through the managerial initiatives and business practices of multinational companies.
marketing strategyA search for “reputation management” will yield over 77 million results on Google, fairly enough to grasp knowledge on the subject. The term refers to management of a company’s good image in the market. A favorable reputation means brand loyalty and new customers, leading to increased sales and revenues.
marketing and advertisingIn my previous article (Read: Concept of cross-platform campaign), I discussed the meaning, emergence, and use of cross-platform marketing today. While companies contemplate seeking external help for devising their cross-platform campaign, it is imperative to understand the benefits offered and what sets it apart from other forms of advertising.
marketing and advertisingCompanies have realized the relevance of CSR in marketing for their short and long-term objectives and are developing stronger marketing strategies around sustainability agendas for beating the competition and safeguarding market position (D’Amato, Henderson and Florence, 2009).
marketing strategyIn today’s Digital Age electronic devices like mobile phones, laptops and computers, and tablet PCs are fast becoming an important medium for exchange of information and trade.
marketing strategyTraditionally, the companies have always followed a ‘push strategy’ wherein the companies pushed their offerings to the target customers through excessive marketing.
marketing and advertising, supply chain managementGlobalization and technological advancement have enhanced the awareness levels of modern consumers and the growing competition among businesses have resulted in a shift of power from the hands of marketers to that of the consumers (Panwar, 2001).
marketing and advertising, marketing strategy