Product augmentation examples

A key opportunity to differentiate a product in the marketplace is by augmenting the product. This principle as highlighted in the product levels model of marketing, which highlights that a product should be considered on the basis of the following … 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...