Marketing
Marketing
This is a story behind the small family business that created and marketed an obscure patent medicine-turned-soft drink-turned-national icon. In this microcosmic tour of recent American history, Pendergrast reveals...
Multicultural Marketing offers practical information and strategies for reaching America’s ''unknown'' consumers. Rossman targets the $500 billion market represented by America ’s so-called ''...
The fixation of capturing new buyers has probably been fueled by the marketer’s desire to increase revenues and profits. But, as a company pursues this goal, present customers are often overlooked. Their continued...
Willard Zangwill’s most valuable contribution to the study of innovation is that he demonstrates clearly that innovation is not something that just happens but is a conscious process governed by planning. He does an...
The lack of common policy for external trade, a chaotic period of adjustment, the inward looking approach to creating a competitive environment, and the lack of a common currency are inherent weaknesses that may...
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...
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...
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...
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...
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...
