Distribution Strategies

Distribution or ‘place’ is one of the four known Ps of the marketing mix – refers to activities of organization through which the product or a service moves on to the next organization (i.e. made available for the user for consumption). The companies need to decide on...

Role of Advertising in Society

Advertising is paid publicity. It is a commercial message that offers a product or a service for sale. It is controlled and paid for, by the initiator, at the rates set by the medium used. Advertising may appear in any of the standard medium, such as newspaper,...

Relationship Marketing

This kind of marketing is based on the concept of marketing which come out from the direct response marketing campaigns that are heavily in favor of the customer that he would be retained and will be satisfied at the same place. They watch it as marketing efforts and...

Media Strategy

Media strategy refers to the setting and allocation of advertising budgets. Logic would suggest that there are more factors that argue for differences across countries than for similarities. Ad budgets would be likely similar across countries if purchase cycles for...

Interactive, Direct Mail & Out of Home Media

Advertising has many advantages and strengths (reaching mass audiences, creating awareness, building preference etc.) but that the same time; it has got some major weaknesses too, (targeting individual consumers, making them believe a message, and pushing them to...

Types of Distribution Channels

Distribution is amongst the four other known aspects of marketing. A distribution business is the middleman between the manufacturer and the retailer or (usually) in commercial or industrial, the business customer. After being manufactured by a supplier/factory, a...

Integrated Marketing Communication

Despite of the increasing use of the term “integrated marketing communications” by both, the practitioners and the academics in recent years, there is little agreement on what term actually means. According to a recent view, at least two related ideas are involved:-...

Managing Advertising Decisions

Advertising is defined as any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The 5 M’s of Advertising The 5 M’s are basically the different important decisions that are to be taken while designing the...

Organizational Buying Process

The organization’s buying process is a process in which the organizations recognize the need of a product or service and search for the best available brand or supplier among all the alternatives. Understanding the organization’s buying process is now given immense...
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