Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro ...

Marketers employ the four P's — product, price, placement and promotion — in trying to optimize the performance of their products on a market. Both researchers and practitioners in the field of marketing will benefit from increasing their understanding of how the four P's relate to market dynamics and how marketers should employ them in managing dynamic markets. This paper intends to provide a ...

The customers who buy the most from you are probably not your best marketers. What's more, your best marketers may be worth far more to your company than your most enthusiastic consumers. Those are the conclusions of professors Kumar and Petersen at the University of Connecticut and professor Leone at Ohio State University, who analyzed thousands of customers in research focused on a telecommun...