Marketing

Startups rarely have perfect products. Instead, the goal should be to start selling even if not everything is perfect yet – the product and the marketing mix around it will …

To maximize the effectiveness of your segmentation, you must clearly segment markets using the right market segmentation criteria. Learn how to segment markets appropriately!

Market segments must be profitable – otherwise, they do not deserve the firm’s attention. What are the requirements for profitable segments? Learn how to select attractive market segments!

There is a lively debate about the differences between licensing and franchising. That makes it often hard to understand. The main differences most agreed on can be found here.

The Porter Diamond model offers an effective way for analysing the national competitiveness. Based on the characteristics of the home country, it is possible to assess the international success of …

Advertising is one of the most visible forms of communication. It is often the most important part of the communications mix, especially for consumer goods. Therefore, advertising budget decisions are …

The intensity of rivalry between existing competitors in a market or industry depends on a number of factors. It is important to be aware of these factors influencing intensity of …

PR encompasses several tools. What are the major PR Tools? 

The marketing instruments, consisting of the 4 or 7 Ps of marketing or the marketing mix, are a basic of marketing. What are the marketing instruments and how do they …

What are the different types of consumer products, and how can the categories of product be distinguished? In another article, we have described already that there are 4 types of …