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Category Archives: Brand Management
The iPad—A Disruptive Technology and Its Impact on Business
Apple’s iPad exploded on April 3, 2010 with sales of 300,000 units in the first day and close to 4.19 million devices in the first three months. By the end of 2010, the iPad had defined the tablet market and captured … Read More…
Rethinking Satisfaction Survey Analytics – How the factor performance index transcends the conventional importance-satisfaction matrix.
The core objective of the traditional customer satisfaction survey is to gauge the consumer’s overall satisfaction levels (or perceived satisfaction) with a given brand or a product. To make this information actionable from a marketer’s point of view, though, one … Read More…
The Evolving Digital Marketing Landscape
Digital Marketing (DM) represents an enormous opportunity for marketers to complement (and, in many cases move beyond) traditional ‘offline’ marketing tools to redefine how they interact with their customers. While still a new practice in absolute terms, the DM landscape … Read More…
The Emergence of Social Media within Pharmaceutical Marketing
Pharmaceutical marketing has always been an extremely challenging enterprise, given that it is highly regulated, difficult to target and expensive, yet still varying in terms of its cost effectiveness. Timing is another consideration, as marketing campaigns for new drugs are … Read More…
Whither Goest The Mobile App?
Since it launched its ‘App Store’ in July 2008, Apple has revolutionized the mobile applications (mobile apps, for short) space and started a phenomenon. Although mobile apps have existed for years through companies such as Handango and Handmark — which … Read More…
Tags analytics, Brand Extensions, brand management, brand strategy, branding, business leadership, business strategy, Growth Strategy, Investments, Knowledge Process Outsourcing, KPO, Management Consulting, Marketing, research, Strategy, Supply Chain, Technology, Uncategorized, Venture Capital Leave a comment
Making Sense of Brand Extensions
The subject of brand extensions has been around for decades – and marketing executives have engaged in heated debates about pros and cons of such tactics, and how far such extensions can be taken. Nowhere has this debate been more … Read More…