Since 2015, in the Edelman Trust Barometer, trust (truth) has been present in every title of the report. Coincidence? Certainly not. And the pandemic only brought out for the mass of people in an impossible-to-look-aside-visibility "the bankruptcy of the information."
Leading for the companies is always the vision, the purpose of an organisation to exist. To achieve the vision, a business strategy is prepared, specified in the corporate goals. The contribution of achieving these goals for solving specific business problems is measured by the performance indicators.
Kevin Lane Keller explicitly emphasises that marketing does not work with quality per se, but with the idea of perceived quality. This perceived quality is formed by two main correlations - what it costs me for what I get, and what I get compared to the alternative options. The best tool for working with our customers' perceptions of quality is the management of expectations.
The topic of electric vehicles always pops up when we talk about environmental pollution or shortage in petroleum production. Their indisputable advantages like comfort, low "fuel" resources and favourable legislation, are scrutinised with...
The brighter tendencies in mobility during the last years link to the changed philosophy of only using what you need. And only paying for it. This is a result of the comprehension of ownership as a duty of care and responsibility. The way we perceive our possessions also changed...
Explore How to Create or Evaluate a Marketing Department
Your business is developing and growing and so the time is right to upgrade the functions into structure with separate departments? Or you already have an existing structure within your business? In both cases, one of the most important business units with a need of special focus is the marketing department.
The goal of the brand management is to build the strongest, most unique and beneficial associations for the the brand so that customers can chose it over all others. Everything related to the product or service, to the pricing, distribution and communication correlates to this. But do these actions mirror adequately the brand positioning and the customer expectations, preferences and attitudes?