Designing and Managing Integrated Marketing Communications
Marketing communications are the means by which firms attempt to inform, persuade and remind consumers – directly or indirectly – about the products and brands…
Marketing
Lecture on Dealing with Competition
A segment is unattractive when there are actual or potential substitutes for the product which place a limit on prices and profits. If technology advances…
Lecture on Creating Brand Equity
Brand equity is the added value endowed to product services. This value reflected in how consumers think, feel and act with respect to the brand.
Lecture on Setting Product Strategy
Marketing strategy of a company revolves around 4Ps – Product, Price, Place and Promotion. Companies devise a strategy by mixing the four. The most important…
Lecture on Creating Customer Value, Satisfaction and Loyalty
Total customer value is the perceived monetary value of the bundle of economic, functional and psychological benefits customers expect from a given market offerings.
Lecture on Conducting Marketing Research And Forecasting Demand
The marketing research system is the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing the company.
Lecture on Marketing Information System
A Marketing Information System (MIS) consists of people, equipments and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing…
Lecture on Developing Marketing Plans and Strategies
A Marketing Plan is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach…
Lecture on The Scope of Marketing
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways…
Lecture on Business Customs in Global Marketing
Business customs are as much a cultural element of a society as is the language. Culture not only establishes the criteria for day-to-day business behavior…
the Scope and Challenge of International Marketing
International marketing as “the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers…
Lecture on Balance of Payment
The Balance of Payment is the system of accounts that records a nation’s international financial transactions (constant flow of money into and out of the…
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