After having been launched, a product should enjoy a long and happy life. But each product has a product life cycle (PLC) – the product’s life is not infinite. In order to cover all the effort and risk that went into launching a product, the company wants to earn a […]
In order to stay successful in the face of maturing products, companies have to obtain new ones by a carefully executed new product development process. But they face a problem: although they must develop new products, the odds weigh heavily against success. Of thousands of products entering the process, only […]
“New products are the lifeblood of a company” (Philip Kotler). Old products simply mature and fade away, so companies must develop new ones to stay successful. To do so, there are two new product development strategies.
Branding consists of a set of complex branding decisions. Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development.
Without an integrated marketing strategy, your investment is like cold coffee. It’s activity without providing you with the return you aimed at. Why most marketing strategies fail – here is the answer.
Search engines are crucial for finding information and websites. But do you know how search engines work? In order to understand how search engines work, we have to take a look at their functions.
What is a service, and what distinguishes a service from a product? We will go into the various special service characteristics.
After having taken a look at the product line decisions, product mix decisions need to be discussed. Product mix decisions arise as soon as an organization has several product lines. But what is a product mix, and what product mix decisions are to be taken?