Brand engagement goes way beyond loyalty programs and price strategies; it involves recalling the customers’ internal values and a cosy sense of familiarity worth investing time and money. Taking a proactive role, the engaged customer doesn’t act solely as recipients of the brand message but becomes brand ambassador. Brand Engagement is a process, only when a …
DISTRIBUTION CHANNELS: AGENT Vs DISTRIBUTOR Marketing managers have a lot to consider when designing or selecting the distribution channel. The right choice can lead to a considerable advantage over competitors; on the other hand, inappropriate partners and wrong distribution structures can be extremely difficult to change without compromising the brand. The main issues to be …
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The traditional notion of strategic management is based on the identification of a linear relationship between the company and the external world. Strictly linked to the idea of linear dynamic, the traditional school of management recognizes a strong positive relationship between “strategic planning” and “performance”, arguing that a change in one variable must be accompanied …
Customer Centric Organizations place the customer at the core of all aspects of the enterprise. Be customer centric is not an event or an episode but a mindset; it is the underlying sentiment of the company that willingly decides to listen to its customers. Although customer centricity has been a growing trend for the last …