21. Economics 1: Principles of Economics

21. Economics 1: Principles of Economics

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20. Computer Science 101

20. Computer Science 101

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19. Leaders of Learning

19. Leaders of Learning

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What Matters Most in Internet Retailing?

What Matters Most in Internet Retailing?

Principle 1 Customer Acceptance of Online Retail Depends on Offline Shopping Costs Internet retailers can alter the cost-benefit trade-off shoppers...

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Segment Selection Criteria

Segment Selection Criteria

Segment size Growth of segment Value of segment Stability Current company position within segment Ease of entry into segment Ease of competitive entry...

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Strong versus Weak Brands

Strong versus Weak Brands

Strong Brands Make clear promises that are kept overtime Have rich, unique brand equity, strong thoughts and feelings Are dependable and deliver consistently...

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5 Rationales for Brand Change

5 Rationales for Brand Change

The identity/execution was poorly conceived: Can often be identified by measures of consumer interest, brand associations, sales. The target for the...

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Brand Element Choice Criteria

Brand Element Choice Criteria

Memorable: Easily recognized, Easily recalled Meaningful: Descriptive, Persuasive Appealing: Fun and interesting, Rich visual and verbal imagery, Aesthetically...

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18. An Introduction to Marketing

18. An Introduction to Marketing

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17. The Changing Global Order

17. The Changing Global Order

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