CONCEPTS

SWOT ANALYSIS

  SWOT analysis is a strategic planning tool used for understanding and decision making for all sorts of situations in business and organizations. SWOT is basically an acronym for Strength, Weakness, Opportunities and Threats. SWOT analysis is used for used for business planning, strategic planning, competitor evaluation, marketing, business and product development and research reports. …

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What is Maslow’s Hierarchy of Needs?

  A well-known theorist from the behavioral era of management history, psychologist Abraham Maslow, proposed a theory of motivation based on universal human needs. Maslow believed that each individual has a hierarchy of needs, consisting of physiological, safety, social, esteem, and self-actualization needs, as shown in the diagram below. Maslow’s theory of motivation says that …

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What is Marketing Myopia? (Causes With Examples)

Originally, the term “Market Myopia” was introduced by the Theodor Levitt in the marketing paper. It was published in the HBR (Harvard Business Review) in 1960,  (republished in 2004), where he stated that businesses can do better than just selling their service or products. His main argument was that companies are too focused on producing …

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Above The Line & Below The Line Marketing (With Examples)

Marketing lets one show his or her creativity to sell/advertise/brand a product or service. And surprisingly, there is a concept to distinguish between the kind of marketing you wish to follow. Companies are selling their goods in various ways. They fall into one of these two categories- ATL (Above the line) & BTL (Below the …

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