Emirates

Emirates

Emirates is an airline company with a mission to provide high-quality commercial air transportation services. The company’s global strategy aims at efficient competition, exceeding far beyond the limits of the Arabian Gulf and Middle Eastern markets. In 1985, the Dubai government, cognizant of the country’s limited oil resources, launched the …

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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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Who Markets?

Who Markets?

WHO MARKETS: MARKETERS AND PROSPECTS A marketer is someone who seeks a response—attention, a purchase, a vote, a donation—from another party, called the prospect. If two parties are seeking to sell something to each other we call them both marketers. Marketers are skilled at stimulating demand for their products, but …

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What is Marketed?

What is Marketed?

What is Marketed: Marketers market 10 main types entities: goods, services, events, experiences, persons, places, properties, organizations, information, and ideas. Let’s take a quick look at these categories. GOODS: Physical goods constitute the bulk of most countries’ production and marketing efforts. Each year, U.S. companies market billions of fresh, canned, …

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The Scope of Marketing

The Scope of Marketing

The Scope of Marketing: To be a marketer, you need to understand what marketing is, how it works, who does it, and what is marketed.   WHAT IS MARKETING? Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs …

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The Value of Marketing

The Value of Marketing

The Value of Marketing: Finance, operations, accounting, and other business functions won’t really matter without sufficient demand for products and services so the film can make a profit. In other words, there must be a top line for there to be a bottom line. Thus, financial success often depends on …

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Defining Marketing for the New Realities

Defining Marketing for the New Realities

Defining Marketing for the New Realities: Formally or informally, people and organizations engage in a vast number of activities we can call marketing. In the face of a digital revolution and other major changes in the business environment, good marketing today is both increasingly vital and radically new. Consider Unilever. …

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