Much has been written about how social media has transformed our lives. In my opinion it has been an extremely positive impact – providing transparency, accountability and over all, the democratisation of information.
The Brand Journalism model of Value Co-Creation
In this post I will share a simple model that will help you understand the most important aspects that a company should take into consideration to proactively manage a brand by building a value co-creation process online with its consumers. It is inspired by the brand journalism term originally coined by Larry Light in 2004. Larry Light declared that mass …
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 …
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 …