The 8 Ps of Services Marketing
Services are radically different from products and need to be marketed very differently. So the classical 4 P structure of the Marketing Mix needs to be modified suitably to incorporate…
The Evolution of Marketing Management – The History & Future
Marketing Management is a discipline focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities for the purpose of creating a demand…
The 7S for Digital Marketing
Digital Marketing is basically promotion of brands using all available forms of digital advertising media to reach the target segment. In current marketing media, the popular media includes Radio, mobile,…
The 4 P’s of Marketing – The Marketing Mix strategies
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…
Advertising and Marketing Programs for Small and Medium Business
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…
Digital Marketing – Theories, Strategies and Frameworks
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…
Marketing Mix – The 4 P’s of Social Marketing
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.…
Fortune at the Bottom of the Pyramid – Marketing Strategies
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…
Bringing home the Digits with Digital Signage
Digital signage is on a meteoric rise, both in Europe and the US. Originally utilized as branding and advertising on high streets, landmark sites and sports events, digital signage is…
The Most Profitable Consumer Segment
Today, the youth within the age gap of 20 – 30, commonly called the twentysumthing has become the most profitable segment for marketers. After all, this slice of the larger…
What is Customer Network Value
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” – Jeff Bezos. Customer Network Value is the Value generated from…
Customer Knowledge Management
Coined in 2002 by García-Murillo and Annabi, customer knowledge management is the newest thing in the series of customer value management (See customer life time value management & customer network…