Brand Personas

Using Brand Personas in Customer Journey Mapping

A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guideRead 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...

Why services are different

Service marketing is a different subject in university and/or the different chapter in a marketing textbook because there are distinct challenges in marketing services as opposed to marketing physical products (goods).

When marketing courses and textbooks were first developed, they … Read more...