Personal Branding Brand Equity
An expression of personal branding (borrowed from English) indicates the ability to promote themselves, in order to be liked or at least appealing against a community of associates, in ways similar to what happens in the economy, with commercial products. Unlike other disciplines of self-improvement, personal branding suggests focusing not only on the value also […]
Mobile Marketing GEOMARKETING
Mobile Marketing is a term that identifies the direct marketing to mobile phones, handhelds and (rarely) to Notebook. Another definition comes from Andreas Kaplan, Professor of Marketing, which defines the mobile marketing as “any marketing activities conducted through a ubiquitous network where consumers are constantly connected with a mobile personal”.Within of this definition, Kaplan uses […]
Who listens to me in basic marketing
Maybe I overdid it. With the late by the end of the industrial-television and the provision of a definitive crisis of the mass media, I may have led some to conclude too hastily that advertising has lost all its power and that consumers avoid it and ignore it in toto . Not exactly. Advertising works, […]
The big misconception in marketing
The books that I will mention later, that is: “Crossing the Chasm, The Tipping Point and Propagate the Ideavirus”, produced a curious effect: many marketers do not understand them. Who reads them often it leads to the conclusion that the ideas that are exposed are gimmicks designed to always work, which refer to facts of […]
The ideas that spread are winning ideas
A trademark (or a new product) are nothing more than an idea. The ideas that spread are more likely to succeed than those that do not spread. To define what the spread I coined a new term, Idea virus. The main agents of diffusion of Ideavirus are those who sneeze and that, in doing so, […]
Extraordinary ideas for a brand the center of attention
I do not think that the extraordinary ideas in short supply, on the contrary, I am convinced that your company has a lot of great opportunities to undertake successful initiatives. No, what is lacking is not ideas, but the will to implement them. My goal in writing these lines is to demonstrate that the less […]
Why I find irritating the Wall Street Journal
The Wall Street Journal is the epitome of the old-fashioned marketing. Appear in the newspaper every day to full-page advertisements that, at a cost of over a million dollars, are there to witness how the marketing people still believe in the efficacy of the old methods. A full-page ad in the Wall Street Journal cost […]
The era of industrial- television and post-television complex
The era of the TV-industrial complex is characterized by: average products advertising aimed at all fear of failure long cycles small changes The era Post-Television is instead characterized by: great products advertising directed only to early adopters fear of having fear short cycles great changes For example, we remember the Volkswagen Beetle. The first Volkswagen […]
The industrial TV complex
Cars, cigarettes, clothing, food: everything that has been advertised effectively in TV has also undergone a transformation. In addition to being the preferred promotional medium, television has changed the way in which the products were created and marketed. As a result, all the “P” of marketing have been adjusted according to a specific purpose: make […]
The death of the industrial complex and television
You know the expression industrial- military complex? It expresses a very simple concept. The government spends money to buy weapons. The arms manufacturers are paid with the money from taxes paid by citizens and in turn pay the workers, who pay taxes, which are used to buy more weapons. It thus creates a seemingly virtuous […]
Why we need the Purple Cow
Forty years ago Ron Shimek, a bar owner named Tombstone Tap (by virtue of the fact that once stood near a cemetery) began selling its local frozen pizza takeaway. The product was so successful, and at times so fast, that even the grocery stores decided to treat it. In 1986 he bought Kraft Foods brand, […]
Before, during and after
Before the golden age of advertising was word of mouth. People knew and ended up buying the products and services we were able to solve its problems, because everyone was talking about. Millet greengrocer market enjoyed a high reputation and its stand was always crowded with customers. During the golden age of advertising, the set […]
Marketing is too important to be left to the marketing department
For years the experts speak of the five “P” marketing. In fact each of them has his five favorite, and then the list will include a larger number. Here they are: product, price, promotion, positioning, advertising, packaging, permission This is a list of the elements that form the basis of marketing: a useful means to […]
The phases of the growth in the web
Who undertakes a serious web marketing today can point to powerful and reliable, more and more crucial to the success of companies, when used on an informed basis. The web marketing has however been the subject of very rough descriptions, which have given rise to a perception in many rather displaced compared to reality, oscillating […]
Foster’s view of imperialism
The novel deals with a major events of this century, the dissolution of British dominion over India. Where previous novelists like Rudyard Kipling had given an attractive and romantic picture of Imperial India, Foster recorded the moment of British India’s transformation into a new country. The typical attitude of the British in India was that […]
Local marketing
Recently understanding and development is the so-called “territorial marketing” (wrongly confused with the “geo”) that, as a strategic activity of economic and social development, there is the priority objective to analyze, understand, enhance and define development strategies more suited for the development of local productive economic systems. The priority requirement is to produce a substantial […]
Marketing planning strategy
The marketing plan is the planning strategy at the corporate / enterprise, and is divided into the following phases: Introduction to the plan: where there is a synthesis managerial called Executive Summary, and its macro objectives Executive Summary is the summary of the managerial marketing plan; open the document to highlight the main marketing objectives […]