Category: Featured Articles

Posted on July 9, 2009 by | 0 Comments
These 13 competencies are going to lead you to the top of all. The 13 Competencies includes Drive for Results, Service Orientation, Quality Orientation, Planning & Organizing, Analysis & Problem Solving, Entrepreneurial Orientation, Risk Management, Relationship Management, Adaptability & Change…
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Posted on July 4, 2008 by | 0 Comments
Brand: PepsodentAgency: Lowe The Dishoom Dishoom success story Pepsodent’s home run upto 1998 Pepsodent’s credentials of ‘long lasting protection from germs for hours after brushing’, enabled the brand to grow and differentiate itself powerfully vis a vis the market leader-…
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Posted on July 2, 2008 by | 0 Comments
After the marketer selects an ad agency for its product or brand the marketer gives an ad brief to the account executive, the person in charge of handling that particular account. This ad brief generally includes information such as: 1.…
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Posted on July 1, 2008 by | 0 Comments
It is a difficult task to translate a sales goal into a communication objective. However, if the brand objective is to raise sales by X% the promotion manager will ultimately have to decide in terms of some message that will…
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Posted on June 2, 2008 by | 0 Comments
The extent to which the activities of a single organization or of organizations working in partnership complement each other in such a way as to contribute to competitive advantage. The benefits of good strategic fit include cost reduction, due to…
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