Corporate Social Responsibility (CSR)... What is it? What drives it? And what are the benefits?

This is a course about sales. And most salespeople have no control over the prices of the products and services they need to sell. So, I am not going to talk about the economics, strategy, or internal politics of setting a price. I want...

A good salesperson never wants to leave their customer without making the best sale they can. So you need to learn the art of the upsell. And, for that matter, of the cross-sell and the down-sell.

Ethical responsibility is the part of corporate social responsibility that drives a business to act in a moral and fair manner. Companies can set their own standards or adopt external ethical goals. But what are an organization’s moral...

A Brand Strategy is a long-term plan for the evolution of a successful brand and the growth of its brand equity.

Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...

In our video on Marketing Mix, the first of the 4 Ps was Product.

Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your custom
ers.
So,...

In our video on Marketing Mix, one of the 4 Ps was Price. So, let's look at pricing strategy.

In our video on Marketing Mix, one of the 4 Ps was Place.

In our video on Marketing Mix, I identified Positioning as, perhaps, the most important of Jerome McCarthy’s omissions from his original 4 Ps of Product, place, Price, and Promotion.

Rosser Reeves was an advertising executive who believed that an advertisement or commercial should show off the value of a product, not the cleverness of the ad’s copywriter. He crafted his ads around what he called the Unique Selling...

I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a...

Advertising is a big investment. So, you need to be able to assess the return you get – your ROI. What are the outcomes? That’s the question we seek to answer with campaign monitoring and evaluation.

Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the...

People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...