We know well that customers are spoiled and their expectations have rightly been on the increase, as ever greater number of product attributes become a must. It has always been a real challenge to satisfy customers throughout the marketing mix and throughout the product lifecycle. For years, marketers have used mainly psychology to interpret consumer behavior.
We live in a hypercorrect world. Many regulatory bodies safeguarding correctness, fairness and social justice in marketing communications have been getting the wrong end of the stick. Careful segmentation has been in the DNA of marketing, which makes social and societal differences and ability to differentiate offerings for various audiences its primary concern. Political correctness…
Earlier marketing briefs discussed the value of sensory marketing for relevant and sticky communication with customers. Today, our concern will be unconventional marketing vocabulary related to one particular sense: eyesight. Ability to see and foresee, envision, imagine or even dream about future is the key to anticipate important trends…
It has been proven countless times, that being competitive means doing things better or just different than others. Recent military strategies of hybrid warfare combine various tactics with strong social and conventional media involvement to create different images of who battles whom. Hybrid warfare…
Value-based marketing or value marketing is usually understood in two different ways: as a way to communicate with customers on and about values and ethics (such an approach seems to be more common for consumer markets)…
Sensory marketing is based on one or more human senses. Sensory marketing deliberately links several sensory sensations. Sensory marketing makes a use of scents, sounds, tastes, or tactile stimuli.
Playstation VR, Nintendo Vii U or X-box X VR have long been popular among gamers for unparalleled immersive gaming experience, in which gamers walk, run or dive through gaming scripts in real 3D and with multisensory perceptions.
There aren’t marketing without sales. Selling requires persistence to perform a number of tedious, time-consuming, and repetitive tasks ranging from scheduling appointments, sending follow-up emails, to permanent adjustment of sales offers.
There are various ways and kinds of competing one to another, one institution to another, or a college to a college. In case markets grow, the competition is usually based on the variety of offerings and quality and scope of functions and features on offer.
On my recent visit to Bratislava, I was enjoying a cup of coffee with my Slovakian friend, while he turned at me at some point: “I know Czech parliamentary elections are coming. What is that for a party, which paid for displaying the Czech national flag on all billboards along main roads?” The last marketing…
Various indicators of marketing communications efficiency and effectiveness have been already discussed several times in our journal. A lot of them are based on one unspoken assumption: the more the merrier. A greater number of visitors, viewers, and listeners of advertising and public relations, an ever-higher amount of people utilizing sales promotion, an increasing figure…
Customer loyalty and retention have been the pronounced ultimate goals of marketing efforts at times, when salespeople were touring a country from one customer to another and when customers had used to visit a store once or twice before they finally made up their mind and purchased a product. In the virtual world, customers easily…
Political marketing has been an established domain, drawing interest of researchers as well as political professionals around the globe. With the recent global success of politicians, who have never been into politics before and who won voters by promising to run politics the same way like business, political marketing opens up for new lessons to…
For some, shopping is a delight. For others, walking down the alley full of groceries or trying yet another pair of jeans are a nuisance. Elevating customer experiences has become a common agenda for many retail chains. Since 1980s, upscale as well as mid-market hotels have been trying to immerse their customers in the physical environment full of luxury and distinction.
Rather than presenting an antithesis to the digital paradigm, post-digital thinking explores opportunities originating from present-day consequences of the digital world we live in. Discussing 2016 marketing without resorting to online and mobile digital platforms is like talking about a pond with no fish to catch. Social media marketing, search optimization, and utilization of context advertising, for instance, have been well known and widely utilized. But what comes next shall be a good question.
Whether attributed to Benjamin Franklin or even to the Greek Antiphon, it has been long known that “time is money”. In marketing, timing considerations have been concealed in foundational elements such as the product life cycle theory or in the seasonal marketing.
Everyone, who has ever been a researcher or a doctoral candidate, experienced the academic mantra of publishing. First perhaps in research methods courses, in which instructors commonly talk about wider sense of a scientific inquiry, about the joy of discovery and the passion for exchanging and sharing ideas with peers and wider academic community.
Market entry mode choice has been one of the core topics in international business literature. The study contributes to the discussion about predictors for a particular entry mode.
Argentinian cattle meat, Kobe beef, or New York striploin have been well acclaimed location-connected brands by non-veg culinarians from all around the world, at best complemented with Idaho potato wedges on side and watered down with a decent upmarket French wine.
With social media on the rise and more and more human behaviors leaving digital footprints in the virtual space the discipline of marketing data analytics have gained a new powerful information base. Estimates say that consumers generate more than 2.5 quintillion data bytes every day.
