What is the strategic hierarchy?

 

When you study a marketing textbook, often the concept of the strategic hierarchy is discussed in the chapter covering marketing strategy. This model is designed to demonstrate that different strategic decisions are made at different levels in large corporations. … Read more...

The difference between advertising and integrated marketing communications

 

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 … Read more...