Successful marketing doesn’t have to mean pouring a big chunk of your budget into expensive campaigns. This article reviews three businesses that achieved great outcomes by dedicating their energies to innovative, relatively cost-free marketing strategies. Can you think of any other companies that have conducted successful marketing activities without using traditional, paid advertising strategies?
Kittaneh, F 2017, “Marketing Lessons for Your Start-Up: 3 Success
An iconic U.S. company took the step of refreshing its brand by chopping its name in half. Read what the CEO had to say about the change - do you think this is was an effective way for the company to get its message across?
This is an in-depth report into what the future consumer will look like, and what it means for businesses – including shopping expectations, demographics, the importance of customer experience, sustainability, and more. Do you think marketers will need to work to address all of these factors?
McDonald, D 2018, “REPORT: Understanding the future consumer”,
Wohl, J 2018, “Here's why Dunkin' is Dropping Donuts from its Name”, AdAge.
Which the following is the correct definition of marketing used by the Chartered Institute of Marketing?
C. A process of minimizing costs and maximising revenue
A. Marketing is the management process responsible for identifying, anticipating and satisfying consumers requirements profitability
D. The selling process which results from the identification and anticipation of customer requirements
B. The supply of goods and services to customers in such a way that the company becomes the preferred source of supply for customers
A.Five Forces Model
Which tool(s) are mainly used for macro environmental analysis?
C. Competitor Analysis
Which tool(s) are mainly used for micro environmental analysis?
B. Five Forces Model
SECONDARY TEXT BOOK
Chernev, A Kotler, P 2018,Strategic Marketing Management, 9th edn, Cerebellum Press. (ISBN: 978-1936572519)
PRIMARY TEXT BOOK
Kotler,P T & Keller, K L 2015, Marketing Management, 15th edn, Pearson
S3 - TEXT BOOKS
SECONDARY TEXT BOOK
Bealle, A E 2010, Strategic Market Research, 2nd edn, iUniverse. (ISBN: 978-1936236169)
SENTINEL 9 TEXT BOOK
S3 Marketing & Environmental Analysis