Feb 192015
 
Calculating customer lifetime value on a step-by-step basis

Customer lifetime value is often called marketing’s golden metric. Certainly in most service industries, customer lifetime value would be a very important marketing metric. Customer lifetime value can be calculated quite simply at times, with a ballpark estimate. This may be appropriate for quick calculations and for general comments within Read full article…

Feb 192015
 

Perceptual mapping is a key analytical tool in understanding market positioning. While the best piece of software to use to construct a perceptual map is Microsoft Excel, the structuring of the graph is sometimes a little bit tricky. Either a bubble chart for a scatter chart is the most appropriate Read full article…

Sep 032014
 

  NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core Read full article…

Aug 072014
 

  This website has a free Excel spreadsheet template that can enable to quickly calculate customer lifetime value for your university assignment or for your firm. Go here to download the customer lifetime value template. There are also step by step instructions on the spreadsheet as well as on website Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 172014
 

  The difference between the marketing concept and the promotional era In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras. Typically there are Read full article…

Aug 152013
 

  What is meant by “execution” in an advertising sense? In advertising and communication programs, one of the challenges is to execute a good creative idea. Marketing students sometimes have difficultly understanding how an idea may or may not be executed well. This is because, in theory, once a creative Read full article…

Aug 152013
 

  A Good Example for Understanding Positioning Positioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a very important topic in the study of marketing and usually forms the basis of a firm’s competitive strategy. Typically the firm structures its Read full article…