Why the shift to corporate social responsibility (CSR)? And what are the key drivers that have pushed brands to be more socially responsible?
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This article explores the impact of corporate social responsibility and sustainability as an priority on marketing strategies.
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Tasks that marketers perform in a companyMarketers take several forms – they can be entrepreneurial and own their own business, or they can act as consultants or advisers or work in agencies to help existing companies, or they can work in a marketing role inside a company. In this article I will discuss various tasks
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Is a marketing career for me?Find out today, take the marketing career quiz available on this site.My experience with undergraduate studentsOne of the questions I am often asked by undergraduate students is whether or not they should follow a career in marketing. Often their first exposure to marketing is in marketing principles or marketing 101
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Marketers are becoming profit managersThe marketing profession has certainly evolved and developed over recent years and is significantly different in its role and scope than in the past.The following diagram, which highlights the progression in the emphasis of a marketing role, summarizes the transition of the marketing role – from sales focused to now becoming
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Why the shift from art to science in marketing?When you study marketing, often one of the early questions that are discussed and debated in lectures, is marketing an art or science?Certainly in the earlier days of marketing, probably up until the 1980s or so, marketing would have been considered to be an art. By this
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What is a not for profit organizationA not-for-profit organization is one that does not intend that its sole purpose is to deliver profitability. But it is important to remember that a not-for-profit organization will typically generate a profit which is then reinvested into the organization in order to achieve growth or to increase the impact
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Almost anything can be marketedWhen you study marketing at university, one of the first things that you learn is that virtually anything can be marketed – therefore, the principles of marketing extend well beyond the scope of physical (goods) products.Historically, the study of marketing tended to focus upon the marketing of goods only. This is
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Understanding the 4C’sThe traditional 4P’s marketing mix was developed from the point of view of the organization. Each of the marketing mix elements relates to something that the firm needs to do to be successful in the marketplace.For example, they need to develop a range of products to sell, they then need to set an
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The marketing mix has been a fundamental concept of marketing textbooks the past 50 years or more. This article explores the benefits and the role of the marketing mix in both the study and the practice of marketing.
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