The Origin of the Marketing Concept

After the second world war, in 1950, the service economy first employed more than 50 percent of the US population. Marketing’s modern origins as a normative management discipline emerged in the 1950s (Baker, 1999). Baker (1974, 1991) presented a broad treatment of marketing definitions which positions marketing as a hybrid management field intertwined from microeconomics, statistical mathematics and psychology. Brand …

UrielThe Origin of the Marketing Concept

Marketing Communication, Positioning and Differentiation

All the various marketing management contributions of the 60s based on Druckerian Management philosophy, did not stop those who believed that the emphasis was to be put on advertising and selling. In this way, Other general models and frameworks about marketing communications were presented and evolved from the 60s. These include models such as the hierarchy of effects approach, the …

UrielMarketing Communication, Positioning and Differentiation

The Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined

It is not clear who invented the expression of brand equity, but few uses of it have been traced before the mid-eighties (Ambler & Styles 1995). In the mid 80s academics such as Kevin Lane Keller, began studying the effects and importance of memory factors in advertising and its relation with consumer brand evaluations in the moment of purchase, “Memory …

UrielThe Beginning of Brand Management as a Study Discipline the 80s-90s Brand Equity Finally Defined

Evolution and Trends of Brand Management

Brand management is continuously evolving as the economy changes and requires new approaches and other ways of thinking. Consequently this post serves to highlight the main trends within brand management during the first years of the new millennium. Today the competitive landscape has become much more complex as companies compete around the globe and across industries online. Meanwhile brands have …

UrielEvolution and Trends of Brand Management

Brand Innovation Management

Brand Innovation As early as in 1967 Drucker formulated the famous notion: “There are only two value-adding activities in an organisation: “Innovation” and “marketing”. However evidence show that not much innovation are going on in the financial service industry, where banks and other financial institutions are absent form Business Week´s annual ranking of the Top 25 most innovative companies. This …

UrielBrand Innovation Management