Marketing
Marketing
Rather than a theoretical examination, By the Numbers is a how-to guide which shows what demographics and psychographics really mean and how to apply them. This work is for those who do not have a sound business plan...
From focus-group findings, common patterns offer valuable insights about how customers define and evaluate service quality. As perceived by customers, service quality can be defined as "the extent of discrepancy...
Integrated Account Management presents a form of direct marketing that emphasizes a proactive, personal approach to managing customer relationships. It is considered by many as being the most effective...
Managing Imitation Strategies expounds the different types of product imitations - their successes and failures. Although the evidence in favor of imitation is nearly endless, illustrating that...
Every year, more and more new products are created, backed by marketing plans, focus groups tests, and advertising campaigns. But according to one study, only 1 out of 671 new product ideas ever reaches the market and...
Revolution is spreading across the economy. In every industry, buyers have increasingly become more demanding and less loyal. They are refusing to pay prices inflated by layers of middlemen, whom they do not perceive...
The service sector has substantially impacted the U.S. economy, generating 44 million new jobs in the past three decades and softening the effects of every recession since World War II. Added value has moved from the...
In 1912, the Procter and Gamble Company introduced Crisco, a solid vegetable shortening that was created in the lab and advertised as a replacement for the usual animal fats. P&G then turned from product...
A "brand" includes any product, service, or company that is promoted in order to build a customer base. Any brand that has name recognition stands for something distinct from everything else in the same category (value...
This is the beginning of an era in which the focus must be on the customer rather than on the product or market. Businesses with the right customer service philosophy and practices will be the ones with the competitive...
