The term “marketing mix” was coined in the early 1950s by Neil Borden in his American Marketing Association presidential address. This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth. The basic major marketing management decisions can be classified in [Click to read more..]
Small and medium sized enterprises typically have very different requirements and capabilities to engage their target audience through Advertising and Marketing programs. Typically, most of these firms are limited by a heavy constraint in budget and cannot rollout the kind of marketing campaigns as MNCs do. Immediate returns on investment becomes crucial in considering not [Click to read more..]
Digital Marketing is basically promotion of brands using all forms of digital advertising mediums to reach the target segment. This now includes Radio, mobile, Internet, Television, social media marketing and other less popular forms of digital media. While the talk of the day is internet marketing, the latter is only a subset of digital marketing. [Click to read more..]
Social marketing was “born” as a discipline in the 1970s, with the increasing need to “sell” ideas, attitudes and behaviors, a paradigmatic shift from the need to market products only. Kotler and Andreasen define social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or [Click to read more..]
Economically speaking, the “Bottom of the Pyramid” is the largest and also the poorest socio-economic class of people across economies. This consumer segment consists of 2.5 billion people who live on less than 2.50 dollar per day. The phrase “bottom of the pyramid” is used in particular by people developing new models of doing business [Click to read more..]
