Curated Video
The Future of Communication: Surrey University's Innovative ilab
The ilab at Surrey University is a cutting-edge interdisciplinary research organization that is revolutionizing communication systems and multimedia technologies. By leveraging virtual reality and innovative technology, the ilab aims to...
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How is CSR Reflected in Legislation and Standards?
Many businesses are embracing Corporate Social Responsibility – CSR. There are many reasons for this, motivated by philanthropic and self-serving interests. But what standards do legislators hold these companies to? And what independent...
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What is Advertising? And What are its Benefits?
Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the...
Curated Video
Theodore Levitt: Globalization of Marketing
Theodore Levitt's 1960 Harvard Business Review article, Marketing Myopia, is a landmark of the discipline. But Levitt is best known for the word Globalization. Rumors that he coined it are wrong, but he certainly gave it prominence in...
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Jean-Claude Larréché and Marketing Momentum
Why do many of the most successful companies spend only a small percentage of their revenue on marketing? And, how can you get your business into this enviable position? INSEAD Professor, Jean-Claude Larréché, has an answer… Momentum.
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Vance Packard - The Hidden Persuaders
Vance Packard was not an advertising executive nor a marketer: he was a journalist. But, his book, the Hidden Persuaders, exposed the 1950s advertising industry. In many ways, Hidden Persuaders provides the background scenery of...
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After-Sales Activities [Sales Process Part 9 of 9]
The last step in the sales process happens after the sale. But it is important to understand that there are after-sales tasks that, if they get forgotten or are not done well, will compromise the sale you worked so hard to achieve.
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You Need a Sales Strategy: Which One?
If you want long-term success in anything, you need a strategy. And this is never more so than with sales.
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The 1-2-3 of a Successful Written Sales Proposal
In many sectors – especially professional services, where I have had my career – sales are often made with the help of a written proposal. And, while this could be a course all on its own, here are a few tips and pointers.
Curated Video
Pricing and Fear of Price
This is a course about sales. And most salespeople have no control over the prices of the products and services they need to sell. So, I am not going to talk about the economics, strategy, or internal politics of setting a price. I want...
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What are an Organization's Social Responsibilities under CSR?
The Triple Bottom Line that I discussed in an earlier video suggests businesses focus on Profits, People, and Planet. So, what is the Corporate Social Responsibility toward our society (people)?
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What is Market Research? The Five Types, and a Basic How to...
Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...
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Marketing Mix: Product - What is Product Marketing?
In our video on Marketing Mix, the first of the 4 Ps was Product. Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your customers. So, this...
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What is Public Relations (PR)?
How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.
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Organizations as Processes: Understanding an Organization as a Set of Processes
One way to understand the nature of an organization is as a process (the other is as a structure). In this video, we look at Organizations as Processes
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Marketing Mix: Price and Pricing Strategy
In our video on Marketing Mix, one of the 4 Ps was Price. So, let's look at pricing strategy.
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Marketing Mix: Place and Distribution Channels
In our video on Marketing Mix, one of the 4 Ps was Place.
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Seth Godin: What are Tribes?
Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (https://geni.us/ugCQ0).
Curated Video
What is Remarketing? (or Retargeting)
Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing. Maybe you looked at an online product and then, later that day, saw a discount...
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Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a...
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Philip Kotler: The Father of Modern Marketing
People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...
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Seth Godin: Powerhouse of Marketing Ideas
The internet has changed marketing and advertising. There are new rules, new tools, and new gurus. One of the first to see this coming, and craft new strategy and tactics, was Seth Godin. I describe Godin as a Powerhouse of Ideas....
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The Sales Process - a Summary of the 9 Step Selling Process
For some people, the idea of selling is scary, off-putting, even alarming. But, as a manager, you may sometimes be called upon to sell or help sell your organization’s products or services. But don’t worry. There is a straightforward...
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What is a Brand Marketing Plan? And How to Create a Brand Marketing Plan.
A brand marketing plan is a plan for all the goals, activities, costs, and controls to promote a brand. So, how do we build one?