Death of a salesman

The Digitally Disrupted Insurer – Death of a Salesman

Death of a Salesman – Financial Marketing has changed In the UK, the “man from the Pru” personifies a nostalgic relationship with insurance companies. Prudential, a UK insurer, built its brand on fostering a convivial working relationships with its customer base through door-to-door salesmen. [1] The array of financial marketing tools available to today’s marketers has more in common with …

UrielThe Digitally Disrupted Insurer – Death of a Salesman

Comunicación de Marketing, Posicionamiento y Diferenciación

Todas las contribuciones a la dirección de marketing de los 60, basadas en la filosofía de Drucker, no detuvieron a los que pensaban que había que poner el énfasis en la publicidad y las ventas. Así, se presentaron y desarrollaron otros modelos y marcos generales sobre la comunicación de marketing desde los años 60. Entre ellos, se incluían modelos como …

UrielComunicación de Marketing, Posicionamiento y Diferenciación

Antecedentes Históricos del Marketing y la Gestión de Marcas

Antecedentes históricos de la Mercadotecnia y la Gestión de Marcas Brand Management ó la gestión de marcas está en continua evolución y al par de los cambios en la economía, la gestión de marcas también requiere nuevos enfoques y formas de pensar. En la siguiente serie de posts, sintetizaré la forma en la que la gestión de marcas ha evolucionado …

UrielAntecedentes Históricos del Marketing y la Gestión de Marcas

Historical Background of Marketing and Brand Management

Historical Background of Marketing and Brand Management Brand management is continuously evolving and as the economy changes it requires new approaches and different ways of thinking. In the next series of posts, I synthesize how brand management has evolved from its origin until the first years of the new millennium. I have divided this historical background into 4 major blocks: …

UrielHistorical Background of Marketing and Brand Management

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