There used to be two classes of communication, divided by a line. This separated how agencies would make commission.

A customer passes through four stages before purchasing a product (or service)

Providing strategic options is a role of the marketing plan, but how does the marketing team come up with bright ideas?

There used to be two classes of communication, divided by a line. This separated how agencies would make commission. The sayings Above The Line and Below The Line remain however.

Customer Relationship Management embodies all communication that an organisation has with its customers - including sales and service.

Buying decisions are rarely made by one person in an organisation. Effective selling must identify how the group of people who make a decision to buy, the DMU, is comprised.

Fast Moving Consumer Goods are those that are produced and bought in large numbers. Typically they are low-cost, high-volume items that consumers buy on a regular basis.

During the marketing planning process, an audit must be carried out. Before an organisation can decide where it wants to go and how it wants to get there, it must first know where it is.

A revolutionary stock management system that aims to minimise stock held in the business. By getting stock where it is needed Just In Time, extra cashflow is available for the organisation.

Effective marketing can elongate any of the four stages that a product passes through. However, decisions must be made what to do with the product before it begins to decline.

When setting objectives in a marketing plan (or indeed anywhere) it is essential that they are SMART

The Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis is one of the most commonly misunderstood marketing tools. It is actually little more than a visual representation of the marketing audit process.