One of the most influential business books of all time is The Marketing Imagination, by Theodore Levitt. The book includes his award-winning essay “Marketing Myopia”, originally published in 1960 in the Harvard Business Review. Marketing Myopia is a term coined by...
If you’ve ever visited a store to purchase a heavily discounted product and picked up a few other items ‘while you were at it’, you’ve likely succumbed to a loss leader pricing and product strategy. A loss leader strategy involves selling a product or service at a low...
If you’ve visited a major city during a rainstorm, you might have noticed the prices for umbrellas sold by street vendors tend to rise when the rain falls. What started out with a $10.00 price tag may rise considerably during a rainstorm. This is an example of...
Social media remarketing is a digital marketing strategy that targets users who have previously interacted with a brand’s website or social media content, by serving them personalized ads on social media platforms. Social Media remarketing differs from traditional...
There are many local businesses who handle their own advertising, possibly with the guidance from a media representative, and handle it quite well. The success of this approach depends on several factors including the business’s resources, marketing knowledge, and...
