Chiqui Escareal-Go Marketing in times of elections (Part 1 of 2) I am not the expert in electoral campaign management so I write as a simple Filipino marketer with a bit of interest on how people think and might behave during election time. While there are many fa... Marketing Strategy Jul 12, 2021
Chiqui Escareal-Go Marketing in times of elections (Part 2 of 2) Last week I wrote about how the marketing task of creating awareness that can be converted into votes can be explored together with the hierarchy of effects of marketing, where awareness must create p... Marketing Strategy Jul 11, 2021
Josiah Go Five Forces in Franchising One of the key contributions of Harvard Professor Michael Porter is popularly known as the Five Forces. Simply put, it defines the five major forces that affect profitability in an industry. These fiv... Marketing Strategy Jul 11, 2021
Frances Yu The Cost of Loyalty Loyalty programs are an expensive proposition. In the supermarket industry various estimates place the cost of running a program at 1% to 1.5% of revenue. In other industries, they could cost betwee... Marketing Strategy Jul 11, 2021
Mansmith and Fielders, Rommel Arizala The PMA, The Agora and Me I was 26 years old when I was invited by Leni Tiongco-Paderanga from the Executive Development Academy to join the Philippine Marketing Association (PMA) in 1988. It was the beginning of a series of ... Marketing Strategy Jul 7, 2021
Mansmith and Fielders Inc. Different But Still Safe The marketers of a successful brand often will want to consider extending their brand into other market segments or even other product categories to maximize profit. Very good to do this if you can do... Marketing Strategy Jul 7, 2021
Mansmith and Fielders, Josiah Go & Chigui Escareal-Go Growing Advocacies through Line-of-Sight Mansmith and Fielders has grown in ways we first thought were not possible - and only because we decided to shift to be advocacy-based when we found out that our clients and mentees attended our prog... Marketing Strategy Jul 7, 2021
Chiqui Escareal-Go Re-thinking options for Noontime TV Entertainment We are reminded to return to the basics during crises or when business seems to be at a dead end. For example, we may all be familiar with Newton’s third law of motion, which states for every action, ... Marketing Strategy Jul 7, 2021
Benedicto Cid Measure It and Make It! Many medium size and small business could make much better use and benefit greatly from the use of different measures or metrics of different aspects or processes of a business. Metrics can include cu... Marketing Strategy Jul 7, 2021
Frances Yu Promo Disasters and How to Avoid Them One of the most uncomfortable times in my career was back in 2003 when a promotion that we held in the company I worked for led to a PR crisis. The promotion was called, "Wild Deals," and it really d... Marketing Strategy Jul 6, 2021
Mansmith and Fielders, Rommel Arizala NEW CAMPAIGN LOGIC The concept of Logic of Industry has taught us that in every industry, there are rules. Ignore them and you risk not becoming successful. This concept is especially popular when senior executives ment... Marketing Strategy Jul 6, 2021
Mansmith and Fielders, Rommel Arizala Growing Without Fighting Market leaders usually have a lot more sources of strengths than their competitors, and therefore, new entrants must avoid a direct assault on the market leader. Instead of enticing consumers ato swit... Marketing Strategy Jul 6, 2021
