Business in brief library

Sales and Marketing Techniques

Empowering Employees

Empowering Employees

Over 70% of organisations now use empowerment initiatives. This concept explores how and why companies apply them. Empowerment is a key driver of motivation, autonomy, and innovation. Edmondson (2018) and Parker (1998) show it thrives in safe cultures and well-designed roles.

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Forecasting

Forecasting

The concept has been created to help practitioners learn how to explore and analyse their firm’s data and understand its forecasting performance. It introduces the fundamentals of forecasting methods and processes, and summarises its strengths, success factors and performance measurements.

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Franchising

Franchising

Franchising is an important business growth strategy and marketing system that can boost turnover without the need to increase assets. The concept explains the advantages and drawbacks of this strategy and describes how some of the world's most iconic brands have built successful franchising businesses.

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Guerrilla Marketing

Guerrilla Marketing

Guerrilla marketing refers to unconventional low budget marketing strategies that help to achieve more significant effects than traditional campaigns. The concept introduces the term and explores the characteristics, strengths and success factors of this marketing approach.

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Income Elasticity of Demand

Income Elasticity of Demand

The concept describes the importance of understanding income elasticity of demand for determining how changes in income levels affects demand for a good or service. It highlights several strengths and weaknesses of the concept and provides case study evidence of the concept in practice as well as implementation advice.

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Information Management

Information Management

The concept is created to help practitioners better understand the notion of information management, its history, practical use, implementation strategy and limitations.

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Introduction to Customer Relationship Management

Introduction to Customer Relationship Management

Customer Relationship Management (CRM) is how an organisation understands its customers and looks after them over time. It helps teams record customer details, track interactions, solve issues promptly, and identify opportunities to build stronger, longer-lasting relationships. When used well, CRM leads to happier customers and better outcomes.

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Knowledge Management

Knowledge Management

This concept provides a review and interpretation of previous work on knowledge management and offers a comprehensive account of benefits achieved by properly managing knowledge, implementation information and success factors.

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Learning Organisation

Learning Organisation

The learning organisation is an organisation characterised by a deep commitment to learning and education with the intention of continuous improvement. This concept reviews several theories relating to the learning organisation, including some criticism. Also, it examines some evidence on how learning organisations operate.

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Lifetime Customer Value Analysis

Lifetime Customer Value Analysis

The concept describes the best practice of customer lifetime value analysis, explores its benefits for organisations, and reviews implementation steps and success factors.

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Loyalty Management

Loyalty Management

Loyalty Management can be summarised as a series of activities aimed at better serving customers. The concept explores the ways in which companies can acquire, engage and retain their customers and reviews the relationship between customer retention and the other aspects of the business.

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Market Positioning

Market Positioning

The concept addresses one of the greatest challenges faced by marketing managers in today’s global markets and explores the importance of formulating competitive product positioning and a detailed marketing mix.

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Market Segmentation

Market Segmentation

The concept describes three stages that form the process of market segmentation and explores the reasons for segmenting the market. The concept also reviews the advantages of market segmentation and provides examples of how organisations have achieved stronger positioning through this technique.

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