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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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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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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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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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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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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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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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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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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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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