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Marketing Strategy for Small Business
Discusses the importance for small businesses to have a marketing plan and a marketing strategy to implement that plan. Covers the marketing concept of customer satisfaction and profit maximization. Suggests how to identify target markets and meet their needs with a proper marketing mix. Features several small businesses including manufacturers,…
Promotional Strategy for Small Business
A comprehensive strategy for attracting customers may be the most important element of the business plan. This program leads entrepreneurs through the promotion plan of target-market identification, setting communication objectives, setting the appropriation, selecting communication vehicles, and evaluation. It contains any helpful suggestions to aid the entrepreneur in gaining maximum…
Advertising Creative Appeals
Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising. Using both print ads and TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by…
Harnessing the Power of Blogs
As a platform for daily online publishing, blogs can dynamically connect your site to the larger online ecosystem and draw people to your site. The more readers that link to your blog, the higher your search engine ranking. Learn how blogging can expand your editorial mission.
Mobile Strategies
Mobile content usage is rapidly expanding, offering opportunities for content owners and advertisers to deliver their message to mobile devices. Here's how to get started, from market assessment and business case planning to partnering, distribution and revenue strategies.
Critical Business Skills for Success Series
What does it take to succeed in business? Critical Business Skills for Success is a comprehensive guide to the five disciplines--strategy, operations, finance and accounting, organizational behavior, and marketing--that everyone needs to master in today's marketplace. Bringing the MBA experience to you, this authoritative course demystifies the secrets of business…
Strategy Is Making Choices
What do we mean when we talk about business strategy? Start thinking more smartly about strategy with this introductory lecture that covers four key facts about competition and the two drivers of profitability: industry structure and competitive advantage.
How Apple Raises Competitive Barriers
Five essential forces shape any business strategy, and together, they create a framework that can help you better make key strategic choices. Central to this discussion of these five strategic forces: Apple's meteoric rise to the top of the market.
The Danger of Straddling
Professor Roberto introduces you to the three paths that lead to competitive advantage and four basic competitive strategies. Then, using case studies including JC Penney, IBM, and Dell, he explains both the dangers of straddling between competitive positions.
What Trader Joe’s Doesn’t Do
Passionate customers, tremendous profits, happy employees--the Trader Joe's grocery chain is a powerful business success story. Discover how their secret for success lies in their use of trade-offs to make it hard for imitators and to mitigate the negative effects of the industry.
First Movers versus Fast Followers
Discover the strengths--and drawbacks--of being a first mover who establishes a market position and fast followers, who can learn from first movers' mistakes. Along the way, you'll consider relevant examples from industries including video game systems and social media networks.
Anticipating Your Rival’s Response
Get a stronger grip on competitive dynamics and the importance of understanding your competitor. Professor Roberto guides you through powerful lessons from three situations where new entrants did battle with incumbents: NutraSweet with Holland Sweetener Company; British Airways and Aer Lingus with Ryanair; and another perspective on Blockbuster versus Netflix.