CONCEPTS

Point of Purchase Marketing

“Your customer doesn’t care how much you know until they know how much you care” – Daman Richards.   Point of purchase (POP) is a form of in-store marketing, a…

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Purpose Marketing

Markets are conversations, marketing takes a day to learn and a lifetime to master. As perfectly quoted by Benjamin Franklin, “Either write something worth reading or do something worth writing about.”…

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Contextual Advertising

While almost every creature with intellectual power and ability to read, write and hear is aware of the value of good content and context but the astonishing fact is, very…

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Moment Marketing

Moment marketing essentially refers to creating relevant and consistent connections between offline and online media in real life. The greatest challenge that the marketers and advertisers are facing in today’s…

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Evidence based Marketing

Evidence-based Marketing is a strategy that companies use to market itself. It not only includes research, statistics of the data, consumer information but also includes trend and inputs of an industry…

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Porter’s Generic Strategies

They were first set out by Michael Porter in 1985 in his book, “Competitive Advantage: Creating and sustaining superior performance.” Porter called the generic strategies “Cost leadership (no frills), “Differentiation”…

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CAUSE MARKETING

What does the Gold iPhone X, Gucci shoes and Susan G. Komen’s Race for the Cure all have in common? The answer — they were all created to support a…

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Marketing of Financial Products

The Indian economy has a large number of investors in financial products. Many firms with claims to their cash flow regularly trade in the active secondary security market. In addition…

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Measuring the value of a brand

A brand is an identifying symbol, mark, logo, name, word and/or sentence that companies use to distinguish their product from others. A combination of one or more of those elements…

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Market Follower Strategy

Market Follower Strategy is a strategy used by an organization who imitates what the market leader does. These companies do not overtake or challenge the market leader. Also, these companies earn…

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