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 most of […]

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Video example of the promotional era

 The difference between the marketing concept and the promotional eraIn 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 in these textbooks,

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The High Customer Satisfaction and Low Profitability Paradox

 Is Pursuing High Customer Satisfaction Worthwhile?The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice.But there are situations and industries where this logical relationship may not hold true. Therefore, when reviewing customer satisfaction issues it is important to

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