February 2015

There are five Marketing Concepts, also called marketing management orientations. These are different concepts which focus on various techniques to create, produce and market products to customers. In essence, one could see…

As explained in more detail in ‘What is Marketing?’, marketing can be defined as building profitable customer relationships by creating value for customers and capturing value in return. But what…

Before marketing can implement strategies to improve the company’s position, the current situation of the company in relation to its environment should be known. A SWOT analysis is an effective…

Marketing’s goal is to create value for customers and build profitable customer relationships in order to capture value back afterwards. But how does the company create this customer value? The…

Once the company has analysed its current business portfolio and determined which SBUs should receive more and which less investment, it must now shape its future portfolio. This is the…

It is often thought that a company should acquire as many customers as possible. In the end, the more customers, the more revenue, right? No, that is not necessarily true.…