Reference No: MAR0454TECPages: 10Published on: 30, March, 2015
Abstract: The objective of this article is to help develop an understanding of message strategy and using it to develop an advertising planning model. This article describes Vaughn’s FCB grid that has been widely applied in this filed and elaborates how this framework can be used to develop an advertising ... More
Reference No: MAR0462TECPages: 11Published on: 18, March, 2015
Abstract: As sponsorship is gaining in importance in the overall communication strategy for firms, so is the practice of ambush marketing. This note discusses strategies that can be used by firms to ambush and also how to prepare for defense from ambush attacks. It also discusses how consumers perceive and react ... More
Reference No: ECO0242TECPages: 3Published on: 1, January, 1977
Abstract: Emphasizes the importance of systematic research in the framework of the relevant export-marketing environment for formulating export business strategy at the firm level. It explains the concepts of "export market environment" and "export business strategy" and points out some important decisions that a corporate unit planning export marketing has to ... More
Reference No: MAR0449TECPages: 7Published on: 14, July, 2014
Abstract: With customers embracing a mobile lifestyle, mobile devices have increased the customer touch points available to marketers. This has led to development of field of mobile marketing wherein companies reach customers through different formats. Quick Response (QR) code is one of the most widely used option available to mobile marketers. ... More
Reference No: CMA0322TECPages: 6Published on: 8, July, 1975
Abstract: The note deals with the existing role of different trading agencies in the development of marketing strategies for sale of pesticides in Guntur district. The note provides detailed background of users and non-users of the different types of pesticides in the area and gives suggestions to improve the marketing strategy ... More
Reference No: MAR0082TECPages: 28Published on: 1, January, 1969
Abstract: This is a comprehensive technical note based on material from published sources on the subject. The areas covered include relevant definitions, new product life cycle, and adoption stages. The note is illustrated by relevant charts and models and also gives a checklist for new industrial products. The note has been ... More
Reference No: MAR0148TECPages: 5 Published on: 1, January, 1976
Abstract: This note is part of the "Techniques for Marketing Decisions" series. It describes a simple technique for breaking down the main product benefit into several associated benefits. The "benefit tree" so generated can be used for market segmentation, product differentiation, promotional strategy, etc. ... More
Reference No: CMA0179Pages: 25Published on: 20, November, 1969
Abstract: This note is the outcome of the students' research project and illustrates how to use a particular kind of methodology to estimate the demand of fertilizers for a particular geographical area. The overall objective is to help the marketing executives to develop their sales strategy. ... More
