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1. Read the “Integrated Marketing communications at Ogden Publications.” case study (pg.  524-525). 2. Watch the Video intergraded marketing communications at  Ogden Publications. Answer the following: *  Come up with a single marketing and PR campaign to promote 3 or 4 of Odgen’s magazines. visit www.ordgenpubs.com  to learn more about […]

Sean Brosnan was a high school senior.  He filled out his applications for college in September of 2015, including an application for early decision to Queens University.  In December Brosnan received a thick packet from Queens, which included a glossy brochure entitled, “Welcome to Queens.”  The first page of the […]

Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. (MKTG4, Lamb p. 73, 2011). Apply your knowledge of marketing concepts by completing the following: 1. Select a product you use regularly such as athletic […]

Why is the Internet a suitable medium for relationship marketing? Explain the relationship between database marketing, direct marketing and relationship marketing.

Spencer Wilkes is the marketing manager at Darby Company. Last year, Spencer recommended the company approve a capital investment project for the addition of a new product line. Spencer’s recommendation included predicted cash inflows for five years from the sales of the new product line. Darby Company has been selling […]

1.    How does strategic analysis at the corporate level differ from strategic analysis at the business level? 2.    What is the portfolio approach? How would multi-business companies find it useful? What are the limitations and weakness of this approach? 3.    How can management empower operational personnel in implementing corporate and […]