Marketing Practice: M

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Showing posts with label M. Show all posts

Mission

Companies are set up to achieve a mission. They word their mission in various ways: Dell’s mission: “To be the most successful computer ...

A company must use media. If your company doesn’t use media, for all practical purposes your company doesn’t exist. The major media incl...

Markets can be deﬁned in different ways. Originally a market was a physical place where buyers and sellers gathered. Economists describe a...

The marketing department’s role in too many companies has been limited to carrying out marketing communications. R&D invents the product...

Marketing research in the early days was aimed more at ﬁnding techniques to increase sales than to understand customers. Researchers appl...

Your company needs a vision, the vision demands a strategy, the strategy requires a plan, and the plan requires action. A Japanese prover...

Marketing mix describes the set of tools that management can use to influence sales. The traditional formulation is called the 4Ps—produc...

Companies often must choose between taking the high road and making the decent decision versus taking the low road and breaching their cus...

Each company department carries images or stereotypes of the other departments. Most often they are not ﬂattering. Furthermore, the depart...

Companies think that they have a complete list of their assets on their balance sheets: physical assets, accounts receivable, working capi...

Management is the task of making trade-offs and juggling contradictions. Harvard’s Rosabeth Moss Kanter observed: “The ultimate corporate...