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Marketing Management the way it is actually practiced in today’s successful organizations.

Marketing Management the way it is actually practiced in today’s successful organizations.

Tag Archives: product development

Global Branding: Guinness Plans to Open First U.S. Brewery Since 1954

July 9, 2018

There are not many beers that are quite as iconic as a Guinness. The Irish stout, which any beer aficionado …

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Fall Food Marketing Campaigns: From Pumpkin Spiced Lattes to Black Whoppers

October 12, 2015

For many marketers, the fall indicates the kick-off to seasonal food offerings and marketers see this as an opportunity to increase sales.

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Virtual Reality: The New Way to Travel

July 20, 2015

Travel companies have begun creating and marketing their own promotional Virtual Reality videos to boost sales and increase traveling.

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Kellogg’s Faces Marketing Challenges as Consumer Preferences for Breakfast Foods Evolve

March 2, 2015

Kellogg’s U.S. morning-foods net sales fell 8 percent in the fourth quarter of 2014—the division’s seventh consecutive quarterly decline. While this is partially explained by changing consumer trends, what does it say about the company’s marketing abilities?

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Removing the “Veto Vote”: Considerations for Marketing to Groups

January 12, 2015

For marketers in the hospitality industry the “veto vote” can serve as a significant challenge as groups of consumers make decisions based on their fit with the needs of every group member.

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Sega’s Move to Mobile Game Development and the Evolving Array of Business Models Available for Monetizing Video Games

September 24, 2014

The video game industry used to be relatively straightforward in terms of how its products were monetized. Either consumers purchased …

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Connecting Technologies as a Means of Accessing New Markets: Uber’s Partnership Strategy Aims to Gain New Customers

August 25, 2014

These days there’s an app for just about anything that you can think of and with the public increasingly relying …

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The Pepsi Spire: PepsiCo’s Computerized Fountain Beverage Machine Provides a Lesson in the Factors that go into Product Development in a Competitive Environment

August 4, 2014

In the soda industry the first two names that will come to people’s minds are typically Coke and Pepsi. The …

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The Marketing of Junk Food

March 1, 2014

Rather than share the deluge of articles (from multiple POVs), we thought we’d put together a fun exercise this weekend …

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Marketing Management 2e

Articles Filed by Textbook Chapters

  • Chapter 1 – Marketing in Today’s Business Milieu
  • Chapter 2 – Elements of Marketing Strategy; Planning; and Competition
  • Chapter 3 – Manage Marketing Information
  • Chapter 4 – Understand Business-to-Consumer Markets
  • Chapter 5 – Understand Business-to-Business Markets
  • Chapter 6 – Segmentation; Target Marketing; Positioning; and CRM
  • Chapter 7 – Product Strategy and New Product Development
  • Chapter 8 – Build the Brand
  • Chapter 9 – Service as the Core Offering
  • Chapter 10 – Manage Pricing Decisions
  • Chapter 11 – Manage Marketing Channels and Points of Customer Interface
  • Chapter 12 – Promotional Strategy and New Media
  • Chapter 13 – Advertising; Sales Promotion; and Public Relations
  • Chapter 14 – Personal Selling and Direct Marketing
  • Chapter 15 – Understand the Global Marketplace: Marketing Without Borders
  • Chapter 16 – The Marketing Dashboard: Metrics for Measuring Marketing Performance

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