Services Process Mapping
Typically services are characterized by the 7 Ps of services marketing namely Product, Price, Place, Promotion, People, Process and Physical evidence. One of the crucial success factors for a service…
4 Cs of Marketing – The Marketing Mix
R.F. Lauterborn (1993) proposed a 4 Cs classification to address the growing focus of marketing strategist on the consumer. While the 4 Ps framework for defining the marketing mix has…
Services marketing strategy
Typically marketing of services is done following the services marketing mix using the 7 Ps framework unlike the marketing of products for which the marketing mix involves the 4 Ps…
Brand Personality Dimensions
Brand personality refers to those human personality traits (sometimes developed cognitively) which are developed harmoniously with a brand, whether it is a product or a service. While branding a product…
Customer Lifetime Value management
Today “customer is the king” is the mantra for success for all marketing managers. But for actual decision making, the marketers (especially the relationship managers) are often poised with a…
Pricing of Information Technology
There are multiple approaches to pricing of information technology products and services. Although pricing strategies differ based on whether the software or system is getting sold as a product or…
Product Life Cycle Management
Product life cycle management (or PLC management) is the sequential formulation and implementation of strategies used by Marketing Professionals as a product goes through its life cycle. The conditions of…
Marketing Plan – Blueprint for Marketing Strategy
Today when so much investments are dependent on the outcome of a marketing plan, the same needs to be scrutinized very deeply so as to minimize the risks of non-performance.…
Jobs and Careers in Marketing
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 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,…