Tag Archives: marketing

Incorporating Customer Behavioural Factors into Marketing Strategies

In his book on brand management, David Arnold (1992: 106) stated, “If a brand is developed without reference to the consumer group then the chances of it being successful are reduced “. Several years later, Martin Evans and other authors … Continue reading

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Understanding the role of the brand marketer

Before considering the role of a brand manager, it is perhaps important to understand the meaning of the term brand as it occurs in the business environment. and how it is used to encourage consumers to purchase goods or services … Continue reading

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Five Top Issues Small Businesses have to Contend with when trying to Attract and keep Customers

In the majority of economies, the number of small business enterprises considerably outnumbers large and multinational corporations. Although many consumers prefer using these small businesses because of the more personal service they offer they can experience certain frustrations, which might … Continue reading

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Defining the Difference between Marketing and Promotion

In the minds of most people, marketing and promotion tend to be grouped together as part of a business strategy and activity, the ultimate goal of which is to improve the success of the business by increasing sales and, consequently, … Continue reading

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SME tips: Reasons to include offline local newspaper/magazine media in your marketing strategy

Small businesses in the UK are still suffering from the lingering effects of the recent economic recession. For many, this has resulted in a reduction of revenue and a lack of sufficiency of capital to be able to develop a … Continue reading

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The importance of ethical marketing

Ethics are a set of moral codes and obligations that are considered to be acceptable social norms of behaviour and should therefore apply to marketing activities in the same was as they do to other members of society. Recently, in … Continue reading

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Has ‘shockvertising’ passed its sell-by date?

By the beginning of the 21st Century, due predominantly to the advances in digital technology, it was estimated that the average consumer was being bombarded by around 3,000 marketing messages a day (Lasn 1999). This situation caused a dilemma for … Continue reading

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Strategies to Gain Competitive Advantage

Achieving a competitive advantage over other competitors within you chosen industry sector relies upon developing a strategy that will differentiate your business in the minds of the consumer. This differentiation can be targeted at cost/price reduction, quality and product superiority … Continue reading

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