Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the important decisions in developing a branding strategy? ESPN: A Strong ...
Kekuatan account planning • Fokus lebih dekat pada pemasaran dan tujuan periklanan; • Berkaitan tujuan langsung ke langkah- langkah strategis dan pelaksanaan kampanye; • Mengkoordinasikan upaya elemen promosi berbagai iklan, termasuk penelitian, pesan, media, produksi, dan lalu lintas; Kekuatan account ...
Integrated Marketing Communication (IMC) Sale Promotion Event Advertising Marketing Packaging Direct & Brand Marketing Designing /Online Marketing Customer Public Relationship Relations Management (CRM) Point of Purchase (POP) IMC At a Glance Advertising • Create awareness • Through mass media ...
Learning Objectives (1 of 2) 7.1 Describe changes in marketing and consumer behavior in a digital era 7.2 Define brand engagement and understand the brand engagement pyramid and key drivers of brand engagement 7.3 Understand digital communications ...
Introductory Scenario: Introductory Scenario: Bring on the Buzz Bring on the Buzz Procter & Gamble creates buzz for Charmin • Enjoy the Go! Campaign • A dozen support agencies involved • Created on site “go teams” who greeted ...
STRATEGIC MANAGEMENT IN ACTION: PROCESS • Corporate Strategies • Decided in the beginning • Developed over time • Overall vision • Mission(s) • Corporate and Competitive Strategies • Competitive advantages discovered thru implementation • Use SWOT Analysis • Exploit possible ...
Product Service Management Concepts and procedures necessary to obtain, develop, maintain, and improve a product or service mix in response to market opportunities. Product: The goods and services a business will offer to its customers A. Choice of product: Will ...
eCommerce Business Plan 6 Basic Sections Section 1 Section 2 Executive Summary Company Overview Section 3 Section 4 Market Analysis Marketing Plan Section 5 Section 4 Operations Plan Financial Plan eCommerce Business Plan 1. Executive Summary Write down just one ...
Under Armour: Current Situation • Past Corporate Performance Indexes –Poor financial performance in footwear, small market share, • Strategic Posture: –Currently behind Nike, in the overall industry. But hold over 75% of the performance apparel market share. (Germano) ...
MKT501 MARKETING MANAGEMENT CASE STUDY: NEURO – INTEGRATED MARKETING COMMUNICATION MKT501 MARKETING MANAGEMENT https://www.youtube.com/watch?v=jI6tg_ZQeqE&feature=youtu.be DISCUSSION QUESTIONS 1.IDENTIFY AND LIST THE RANGE OF COMMUNICATION TOOLS SHOWN IN THE VIDEO 2.DISCUSS WHICH OF THE ...
ISO 45001: A new international standard for OH&S management systems David Parr, Head of Audit Kevin Evenett, Senior Audit Consultant Charlotte Lander, Brand and Marketing Communications Manager A new international standard for OH&S management systems &bull ...
Agenda • The long road from Rio - background to the revision • Why ISO 14001 is important • What are the key changes • What are the benefits • What we need to do • Your involvement • Our ...
How to Use PRMs to Manage Your Affiliate Network Over the past several decades we have seen the rise of affiliate networks in parallel with the rise of software for partner relationship management or PRM, which can be a highly ...
Kotler et al. (1993), expressing these considerations, argue that place marketing refers to its planning procedure, in order to meet the needs of its target groups. It is considered to be successful when, on the one hand, residents and businesses ...
Basic Product Concepts The product “P” of the marketing mix is at the heart of the challenges and opportunities facing global companies today: • Management must develop product and brand policies and strategies that are sensitive to market needs ...
Communication Process Model Definition Corporate communication is: a management function that offers a framework for the effective coordination of all internal and external communication with an overall purpose of establishing and maintaining favourable reputations with stakeholder groups upon which the ...
INTRODUCTION Ethical marketing is about making marketing decisions that are morally right. The morality of the marketing decision can be seen in any part of marketing including sourcing of raw materials, staff employment and product advertising and pricing. Unethical marketing ...
Our Strategic Priorities: Identity Impact Growth Quality 2 To be a unique Business School with technology at our core 1. Change name 3. Develop & rebrand the business school as a Identity Impact majors, evolve Business grad programs School ...
Companywide Strategic Planning Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company Portfolio analysis is a major activity in strategic planning whereby management evaluates the products and businesses that make ...
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