Business in brief library

Sales and Marketing Techniques

Collaborative Planning, Forecasting and Replenishment

Collaborative Planning, Forecasting and Replenishment

Collaborative Planning, Forecasting and Replenishment (CPFR) is a business practice that combines the intelligence of multiple trading partners in the planning and fulfilment of customer demand. The concept describes the CPFR process model, including the major capabilities and underlying success factors.

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Commercial Intelligence

Commercial Intelligence

The concept explains how to define, gather, analyse, and distribute intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers in making strategic decisions for the organisation.

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Comparative Advertising

Comparative Advertising

The concept discusses the advantages and disadvantages of comparative advertising and reviews the implementation issues and steps that organisations should consider before embarking on this type of advertising.

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Competitive Intelligence

Competitive Intelligence

Competitive intelligence concept is designed to aid managers and business owners in their decisions through competitive intelligence. You will gain an understanding of how to gather intelligence and use it to achieve organisational goals.

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Concentrated Marketing

Concentrated Marketing

It is often argued that concentrated marketing is suitable for small firms. The concept suggests that large companies can also benefit and describes this approach of selling products to a specific consumer group in more detail.

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Consumer Behaviour

Consumer Behaviour

Understanding consumer behaviour has significant bearing on marketing and public relations decisions. The concept reviews a number of issues related to consumer behaviour and organisational responses and will help you to enhance your marketing campaigns to successfully connect with consumers.

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Continuous Improvement

Continuous Improvement

Continuous improvement spans operations, strategy and digital transformation, evolving into an organisation-wide capability guided by phased models (Lameijer, 2023). It strengthens when leaders set aims, invest in coaching, standardise problem-solving routines, and cultivate autonomy with accountability and psychological safety (Löfqvist, 2024).

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Coopetition

Coopetition

Coopetition is an innovative business approach that emphasises win-win scenarios between competitors. The concept details the strengths and disadvantages of cooperating with competitors, and case study evidence illustrates the types of relationships that can be achieved.

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Countertrade

Countertrade

This concept examines advantages and disadvantages of countertrade and discusses the implications, strengths, weaknesses and success factors of this trading approach.

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Cross-Elasticity of Demand

Cross-Elasticity of Demand

The concept describes the important economic principle of cross-elasticity of demand. It explains its strengths and weaknesses for pricing and competition and uses illustrative case studies across different industries and sectors to highlight its importance in business.

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Cross-Functional Supply Management

Cross-Functional Supply Management

The concept examines current practices and trends in the field of cross-functional supply-chain management and provides practitioners with both a specialist knowledge and basic information in related business disciplines to design and manage efficient and effective cross-functional supply chain systems.

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Cross-Selling

Cross-Selling

Cross-selling is a procedure by which organisations, based on their internal records, can estimate the likelihood that a customer will purchase/use additional services. This concept had been designed to assist database marketers and marketing managers in determining when individuals should be targeted for the promotion of a new product.

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Customer Profiling

Customer Profiling

Marketers use customer profiling to identify the best customers, their common interests and demographic information. This concept will assist marketers to make informed targeting decisions based on customer profiling analysis by providing an overview of key characteristics and tools.

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Customer Relationship Management

Customer Relationship Management

This technique explains what Customer Relationships management (CRM) is, what benefits it can deliver, within which contexts it can be used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives.

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Customer Relationship Management Technology

Customer Relationship Management Technology

The concept explains the importance of CRM for building and managing successful customer relationships. It describes the key components of modern CRM technologies and provides a summary of the strengths and weaknesses and what measures can be used to monitor the implementation of this technology.

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