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Magazine Publications
The Six C's of Marketing
(2010)
Traditional marketing courses tell about the Four P's of marketing: Product, Place, Price and Promotion. The Six C's do not replace the Four P's; rather, they expand on the Promotion element.........
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Shoestring Merchandising Tips for Retailers
(2009)
Upgrade lighting whenever you can. Retail store windows especially need to be well lit. There are some great little halogen spotlights out there that are inexpensive and easy to install. They are terrific for highlighting display areas. Just make sure they are installed safely and the cords are unobtrusive....
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3 Ways to Thrive in a Retail Slowdown
(2009)
When the economy starts sputtering that's when savvy retailers take action. Every newspaper, news program, news website is full of doom and gloom these days. Stores closings, liquidations, rising fuel prices, job cuts are all the top stories in the media. If you own a business, the question is, what changes can you make immediately to remain healthy during this period of "business sickness"? For some retailers that could be like turning around the Titanic, and for others, it can be a small course correction.....
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Merchandising: A key Retail Skill
(March 2009)
People often ask "What is merchandising"? Is it sales? Is it marketing? In our opinion merchandising is both. It is essentially a sales aid to prompt your customers to action. The definitions vary widely but the most accurate is 'Merchandising can be defined as retail selling effort...
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10 Minute Marketing Makeover - A winter spring clean
(October/November 2006)
Although it’s not the traditional time of year for a spring clean, this is a very busy time of year for most marketing professionals. After the lull in advertising over the summer months, promotional space is once again at a premium in the run up to the (dare I say it) Christmas season...
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Marketing and the 7 P's
(September/October 2006)
To start, what is marketing: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Essentially this means the customer is at the heart of marketing...
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Customer Retention - A cost effective strategy
(August/September 2006)
Many aspects of marketing are focused on attracting new customers, be it through marketing campaigns for a new product or trying to capture new customers for an existing product. However, it is equally important if not more so to ensure that you retain your existing customer base...
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Competition: Survival – the name of the game
(July/August 2006)
The days of monopoly and oligopoly are becoming a thing of the past in Ireland, and globally also. This is good news for the consumer as it means that in general prices will decrease as markets become more competitive...
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The Marketing Plan – View it as a whole
(June/July 2006)
Previous articles have touched on many aspects of the marketing plan, but in order to achieve a suitable marketing strategy it is important to view the plan as a whole. You need to examine where you are now, where you want to be and how you are going to get there...
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Field Marketing & POP (Point of Purchase)
(May/June 2006)
"It is a fact of life that people like to deal with people directly. Field marketers interact with staff and customers to raise a brand’s profile and win sales."
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Market Segmentation & Positioning - Where does your product fit?
(April 2006)
"In marketing the process of breaking down the overall market you wish to tap into is of critical importance and is referred to as market segmentation...
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Public Relations - How it fits into a marketing and promotions strategy
(March 2006)
Many people ask and wonder what public relations means and how it fits into a company’s marketing and promotion strategy...
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Direct Marketing - Instant impact on target audience
(February 2006)
Many people ask and wonder what public relations means and how it fits into a company’s marketing and promotion strategy...
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Branding for SME’s
(November 2005)
Many people ask ‘What is Branding?’ In its simplistic form branding is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo and other visual elements such as symbols and images...
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The Importance of Marketing Research
(October 2005)
Marketing research is a crucial part of marketing strategy and should be considered an important management tool. It furnishes you with knowledge about your current and potential customers, and armed with this knowledge you have the potential to sell more and become more profitable...
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What is Marketing
(September 2005)
In theory ‘Marketing is a management process responsible for identifying, anticipating and satisfying customer requirements profitably’ or in simpler language ‘marketing is concerned with getting the right product or service to the right person at the right price in the right place at the right time’...
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Content © Professional Merchandising & Marketing Services Ltd Ireland 2009
