How to use mass-marketing techniques ?
Published: August 1st, 2008
Marketing has always been about focusing on consumers. However, while marketing has previously only been able to use mass-marketing techniques to reach large groups of consumers, the current and evolving market scenario requires reaching individual consumers. Marketing and branding are, indeed, central to service firm growth. However, what you think you should be doing for marketing and branding, and what you really should be doing, may be quite different. Markets may change, but brands shouldn’t. They may be bent slightly, or given a new slant, but their essential characteristics should never be changed. (more…)