Marketing
Marketing
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...
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...
Bringing New Products to Market details the differences in product planning in various sizes and types of companies. This work provides clear, long-lasting insights into the whole new-product marketing process: how to...
Most would agree with Martin Puris that although we all know leadership when we see it, it has proven practically impossible to analyze, define, or teach. Nonetheless, countless "experts " have devised systems to...
Davis’s methodology draws the focus away from short-term features and benefits toward a long-term mindset that continually strives to add value over time. It is this mindset that will differentiate one salesperson from...
Cafferky provides practical, common sense guidelines that any company, no matter what the situation, industry, or business, can use to formulate and implement an effective word-of-mouth promotional plan immediately....
Growing and maintaining market share comes from having customers who remain loyal to a product because they associate the brand with quality and reliability. On of the most persuasive arguments for brand is customer...
The authors of The Discipline of Market Leaders go beyond the traditional five Ps of marketing to lead the reader through an explanation of the new tenets of customer value, the critical elements of...
