Business in brief library

Sales and Marketing Techniques

Advertising Campaign

Advertising Campaign

The advertising campaign concept is created to help marketing managers and those involved in marketing activities to enhance customer acquisition, penetration, customer retention and/or loyalty.

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AIDA

AIDA

The AIDA concept explains successive stages buyers go through when making a decision to buy (or not to buy) a product and describes a four-step process that firms follow to reach prospective buyers.

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Asymmetric Information

Asymmetric Information

Understanding information asymmetry is fundamental to successful business interactions and negotiations, as companies and consumers invariably hold imperfect information about one another. Using case studies and critical success factors, the concept explains how companies can use information asymmetry to their advantage.

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Balanced Scorecard

Balanced Scorecard

This concept offers a practical guide to using the Balanced Scorecard and is designed to assist executives to benefit from this strategic management technique.

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Better Outbound Marketing

Better Outbound Marketing

Reach and engage your customers; to grow your business

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Bounded Rationality Model of Decision-Making

Bounded Rationality Model of Decision-Making

The concept provides a review of the practical decision-making process and explores the model’s strengths, limitations and implications by comparing it to the rational behaviour model.

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Brand Loyalty

Brand Loyalty

Companies will often use different marketing strategies, such as reward programmes, to cultivate loyal customers. The concept reviews the notion of brand loyalty and its importance for organisations.

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Brand Management

Brand Management

This concept has been designed to equip marketing professionals with the knowledge necessary to successfully manage brands within their organisations. It discusses the main principles of brand management and reviews the technique’s constraints and benefits.

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Branding

Branding

The concept describes the process of creating distinctive and durable perceptions in the minds of consumers. It will assist marketing professionals to discover and communicate the essence of their business and what it delivers to current and prospective customers.

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Business Innovation

Business Innovation

The concept explores innovation and how it can create and capture value for organisations. It will provide professionals with a basic understanding business innovation.

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Business-to-Business Marketing/Branding

Business-to-Business Marketing/Branding

In B2B environment branding can provide leverage for sustainable competitive advantage. The concept outlines the importance of brand activities in B2B markets and highlights the main benefits, success factors, implementation steps, and impact of branding on organisations.

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Capability Management

Capability Management

Capability management is an effective technique for creating market change and to sustain long-term competitive advantage in fast-moving markets. Learn how to use dynamic capabilities as organisational and strategic routines to deploy and reconfigure your firm’s resources.

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Change Management

Change Management

Planned change management structures tasks across stages, helping organisations navigate complex environments. An evidence-based approach that blends research, organisational data, stakeholder input and practitioner expertise improves implementation quality (Rousseau and ten Have, 2022).

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Co-creation

Co-creation

Co-creation is one of the most powerful ways to engage customers and deliver unique value. Using illustrative case studies, the concept explains how companies and customers can co-construct products, services and experiences.

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Coefficient of Elasticity

Coefficient of Elasticity

The concept describes the importance of understanding the price elasticity of demand. The concept explains how the quantity demanded of a good or service responds to a change in the price of that good or service and provides case studies of organisations that apply the coefficient of elasticity to perform better.

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