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With the intensive development of communications there appeared a great many diverse definitions of marketing. Whatever the definition marketing is regarded the unique function of business. At present no successful business is possible without effective marketing. One of the corner-stones of business Philip Kotler defines marketing as human activity directed at satisfying needs and wants through exchange processes. The marketing activities commonly include market research, new product... Read Full Story

When you hear the word “marketing” what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing. Some say they’ve never done marketing and don’t need to because of good word- of-mouth. Positive word-of-mouth is great, but not enough if you’re serious about growing your... Read Full Story

The history of these battles is the history of guerrilla warfare. There are similar stories in business. One example is that of the “Marlboro Man”. Before the Marlboro Man, the Marlboro brand of cigarettes was ranked 31st – almost rock bottom. After the introduction of the Marlboro Man, and the guerrilla branding campaign to promote it, Marlboro became the #1 brand in a multi-billion dollar industry. It may shock you how many of the “big business” names (that are now household words... Read Full Story

Lawyer marketing and the “manager’s mantra” go together. Never heard the manager’s mantra? The “manager’s mantra” is an important variable in successful legal marketing. The manager’s mantra is “If you can’t measure it, you can’t manage it.” Well, that is nice Henry and how will that help me? Most attorneys have some sort of referral network (if only a small one) however; attorneys really don’t know how to manage their lawyer marketing so that their referral network expands. The first step... Read Full Story

Everybody seems to know Marketing. The world is full of Marketing gurus. We all talk about with a remarkable ease and confidence, though most of the times we are not Marketing professionals and not even close. What are the most frequent mistakes in understanding Marketing practices and theories? 1. Defining Marketing There is clearly a general tendency in employing the notion of Marketing within a confusing mix of Public Relations, Advertising, or Media Planning. Regardless of the degree... Read Full Story

Recently I was talking with a very bright traditional marketer on the value of integrating Internet marketing into an enterprise’s marketing mix. Personally, I have witnessed significant and measurable increases in the online results of an enterprise when they include traditional marketing strategies like direct mail, radio, television or publicity with their internet marketing strategies. Although he did not disagree with the concept, he re-focused the discussion on the importance of an... Read Full Story

Strategic marketing plans are a must have for your fledgling computer business. With a strategic marketing plan you define a means to accomplish your overall marketing goal. The most successful businesses have a strategic marketing plan in place and they refer to it often. They use it as a living document and not something that sits on the shelf collecting dust. When developing your strategic marketing plan your first priority should be how you weight the different marketing activities... Read Full Story

In the world of business, marketing is often conveyed as a game. It is not uncommon to hear or read of a company “playing the marketing game” or “establishing a marketing game plan”. In many ways, referring to marketing as a game is an accurate way to explain it. In fact, it could serve as a highly effective way to convey the importance of it in any business model. First and foremost, success in marketing endeavors requires strategic planning. Like a football team preparing for Sunday’s... Read Full Story

There exist many definitions of marketing, in fact, too many. Together with the progression of the Internet, and consequently the development of new marketing techniques, technologies and stratagem, new definitions of marketing are appearing in large numbers. However plural and diverse the definitions of marketing may be, the essence of the said remains intact. Marketing is still no doubt the unique function of the business enterprise and no prosperous business is possible nowadays without... Read Full Story

Marketing Communications are “all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used” (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as “the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses” (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling... Read Full Story