Global Strategy The acid test of a well-managed company is being able to conceive, develop, and implement an effective global strategy. A global strategy is to array the competitive advantages…

Global Strategic Marketing Planning The vast majority of MNCs prepare a global strategic marketing plan to guide and implement their strategic and tactical marketing decisions. Such plans are usually developed…

Drivers of Foreign Market Pricing Exhibit 8.1 compares the number of hours of work that is needed to buy an iPhone X. As you can see, the range is enormous…

Reasons for International Market Segmentation The goal of market segmentation is to break down the market for a product or a service into different groups of consumers who differ in…

What is Media Research? Media research is the study of the influence of various mass media on social, psychological and physical aspects. Media research segments people based on the TV…

Digital/Online media is any type of communication that uses electronic devices for its distribution. Online media can be invoked, viewed, modified and distributed through electronic devices. Online media make use…

What is Media Planning? Media planning is the way of distinguishing and selecting media - primarily newspapers, magazines, websites, TV and radio stations and outdoor venues – to place the…

Measuring the Effectiveness of Advertising Programme Advertising refers to the promotion and branding of an organisation’s products and services with the help of various mediums. The main aim of an…

Role of Other Communication Mix in IMC Communication mix refers to the combination of different tools/methods of communication made by an organisation to attain a particular goal. Communication mix consists…