How to make a bubble chart in Excel

  Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning. There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”. Alternatively, I have set up a free Excel template that automatically makes perceptual maps (using … 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 the way it was practiced in real organizations. (In the sales/promotion era of marketing.) For … Read more…

Video example of the promotional era

  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 five different concepts usually discussed … Read more…