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Marketing Management

THE ROLE OF RESEARCH

THE ROLE OF RESEARCH

THE ROLE OF RESEARCH:Marketing need up to date information about the environment, the competition, and the selected market segments. Often, analysis of internal data is the starting point for assessing the current marketing situation. Supplemented by marketing intelligence and reach investigating the overall market, the competition, key issues, threats, and …

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MARKETING INNOVATION

MARKETING INNOVATION

MARKETING INNOVATION: Innovation is marketing is critical. Imaginative ideas on strategy exist in many places within a company. Senior management should identify and encourage fresh ideas from three generally underrepresented group; employees with youthful or device perspective. Employees far removed from company headquarters and employees new to the industry. Each …

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ASSESSING GROWTH OPPORTUNITIES

ASSESSING GROWTH OPPORTUNITIES

Assessing growth opportunities includes planning new business, downsizing. And terminating older business. If there is a gap between future desired sales and projected sales, corporate management will need to develop or acquire new businesses to fill it. Figure 2.2 illustrates this strategic-planning gap for a hypothetical manufacture of bank DVD …

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Developing Marketing strategies and Plans

Developing Marketing strategies and Plans

Developing the right marketing strategies over time requires a blend of discipline and flexibility firms must stick to a strategy but also constantly improve it. In today fast-changing marketing world, identifying the best-long-term strategies is crucial-but challenging-as HP has been finding out. A true technology pioneer, Hewlett-Packard (HP) has encountered …

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Google

Google Marketing Strategy

Google: In 1998, two Stanford university PHD students Larry page and Sergey Brin, founded a search engine company and named it Google. The name plays on the number googal-1 followed by 100 zeroes- and refers to the massive quantity of data available online that the company helps users find. Google`s …

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What Does it Take to Be a Successful CMO?

What Does it Take to Be a Successful CMO

To Be a Successful CMO: The challenge chief marketing officers (CMOs) face is that success factors are many and varied. CMOs must have strong quantitative and qualitative skills; they must have an independent, entrepreneurial attitude but work closely with other departments; and they must capture the “voice” of consumers yet …

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Reinventing Marketing at Coca-Cola

Reinventing Marketing at Coca-Cola

Reinventing Marketing at Coca-Cola: Coca-Cola is fundamentally the way it does marketing, primarily by adding a strong digital component to its traditional marketing tools. The new model is based on moving consumers from impression to expression to transaction. Coca-Cola defines consumer expressions as any level of engagement with brand content: …

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The New Marketing Realities

The New Marketing Realities

The New Marketing Realities: the marketplace is dramatically different from even 10 years ago, with new marketing behaviors, opportunities, and challenges emerging.   TECHNOLOGY The pace of change and scale of technological achievement can be staggering. The number of mobile phones in India recently exceeded 500 million, facebook’s monthly users …

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