What is a Brand Kit? The brand kit is a collection of visual elements that define the brand’s visual identity. It is used to create…
Marketing Category
The Marketing category has detailed articles, concepts and How-tos to help students and professionals learn the concepts and applications.
Brand Integration: Definition, Branded entertainment and Licensing
What is Brand Integration? Brand integration is a type of entertainment marketing in which a brand is strategically and creatively integrated into the content of…
What are brand guidelines? Definition and Examples
What are Brand Guidelines? Brand guidelines are an essential part of brand management. They provide a framework for how your brand should be expressed regarding…
What Is Brand Perception? How to Measure It with Examples
What is Brand Perception? Brand perception is how others perceive your brand. It’s a combination of how you present yourself, the messages you communicate, and…
What is Brand Quality and Strategies to develop it?
What is Brand Quality? Brand Quality is a measure of the value and the perceived value that a brand offers. It encompasses the design, production…
Brand Journey: Definition, Stages and Tips
What is Brand Journey? Brand Journey is a holistic approach to creating and managing brands. It involves understanding the customer journey, discovering the brand’s story,…
Brand Manager: Definition, Role and Job Description
What is a Brand Manager? A brand manager is a professional responsible for developing and maintaining a certain image for a brand or product. Brand…
What is Brand Marketing? Definition and Strategy
What is Brand Marketing? Brand marketing is a way of promoting a product or service in a way that establishes brand loyalty and brand recognition….
What is Channel Marketing? Definition Types and Benefits
Channel marketing involves working with outsiders, third-party channels, or intermediaries to deliver products and services to the target market. In this process, manufacturers partner with…
Brand Dilution: Definition, Causes and Examples
What is Brand Dilution? Brand dilution happens when a company develops a new product or enters new markets, and its brand strategy for the new…
Competitive Environment – Definition, Types, Factors and Examples
What is a competitive environment? A competitive environment is the market space within which companies compete to gain market share. It includes all the elements…
Channel Flows in Marketing – Definition, Types, Role and Examples
What are channel flows in marketing? Channel flows in marketing are the movement, or flows of physical items and services, title, promotion, information, and payment…
Deceptive Pricing – Definition, Legal Provisions and Examples
What is Deceptive Pricing? Deceptive pricing is a pricing strategy used by retailers to deceive consumers into believing they are paying a lower price for…
Dominant Strategy – Definition, Types, Outcomes and Examples
What is a dominant strategy? Dominant strategy is a situation in which one particular strategy is the best option for a player regardless of what…
What is AIDA Model in Marketing? How to Use It To Increase Conversions in 2025
AIDA stands for Attention, Interest, Desire, and Action. It is a traditional marketing technique used to help determine the optimum strategy for producing leads and…
Deep Assortment – Definition, Types, Strategies, Importance And Examples
What is a Deep Assortment? Deep assortment is the total number of SKUs that a retailer offers in a particular product category. Specialty stores with…
Assortment Strategies – Definition, Importance, Components, Tips
What are Assortment Strategies? Assortment strategies are the strategies that retailers use on daily basis for finding out the optimal product mix for their inventory….
Dissertation – Definition, Types, Structure and Tips on How to write it
A dissertation is a long piece of academic writing based on original research, typically done as a requirement for a doctorate. Dissertations usually consist of…
Demand Backward Pricing – Definition, Importance and Types
Demand-backward pricing is a demand-oriented pricing approach in which the price of a product is based on what consumers are prepared to pay. It’s critical,…
Dichotomous Question: Definition, Importance and Examples
A dichotomous question is a question that can be answered with a “yes” or “no” response. dichotomous questions are often used in market research to…
Delivery Schedule – Definition, Tips and Template
The delivery schedule is the plan for how and when a product will be delivered to the customer. It includes the steps that need to…
Delivery Terms – Definition, Meaning and Benefits
Delivery terms are the conditions under which goods or services are delivered. Delivery terms may include provisions for delivery date, method of delivery, and responsibility…
Direct Channel – Definition, Importance, Types and Benefits Information
What is a Direct Channels? A direct channel is a distribution channel in which there are no intermediaries involved between the manufacturer/ brand and the…
Distribution Network – Definition, Examples and Benefits
What is a Distribution Network? A distribution network is a group of interconnected storage facilities and distribution methods that are used to send goods from…
Haggle – Definition and 10 Ways of Haggling
What is Haggle? The term haggle is the art of bargaining or negotiating prices. Haggling can also be seen as a way to gain power…
Destination Store – Definition, Overview, Types and Examples
What is Destination Store? A destination store is a type of retail store that is designed to be a destination in and of itself. Destination…
Blind Testing: Definition, Types and Examples
What is Blind Testing? Blind testing is a type of experimentation in market research in which participants do not know that they are part of…
How to Close a Sale: 20 Powerful Closing Techniques
Closing techniques are the ways through which a sales manager, sales rep, or sales team converts a lead into a sales deal. It is a…
Conceptual Framework in Research – Definition, Types and Procedure
What is Conceptual Framework? A conceptual framework is a description of an expected relationship between variables that are either written or visual in nature. It…
Hierarchy of Effects – Overview, How It Works and Stages
What is the Hierarchy of effects? The hierarchy of effects is a theory that explains how advertising affects the decision-making of target audiences when it…
Earned Media – Definition, Examples and Tips
Earned media is news about you, your company, or your business that you did not pay for or make yourself. This kind of media usually…
Healthcare Marketing – Definition, Strategies and Challenges
Healthcare marketing is the process of creating and implementing marketing strategies and plans to promote products or services in the healthcare industry. Healthcare marketers use…
What is Gamification? Marketing, Education and Healthcare
Gamification is the use of game design concepts and principles in non-game situations. Gamification has been studied and implemented in a variety of domains, including…
Hard Goods vs Soft Goods
Hard goods are physical products that can be touched and felt. They are typically made from durable materials such as metal, glass, or plastic. Hard…
Channel Strategy – Definition, Creation and Types
Channel strategy is a strategy used by a vendor to move its product or services by using the chain of commerce to the end buyer….
Channel Partner – Definition, Benefits and Types
Channel Partners are third-party organizations that resell or distribute a company’s products or services. Channel partners can be valuable allies in extending a company’s reach…
Channel Design – Definition, Importance, Elements and Types
Channel design is the process of identifying and selecting the most effective marketing channels to reach target customers and achieve company objectives. The goal of…
Bulk Buying – Definition, Tips, Sites and Disadvantages
Bulk buying is the purchase of large quantities of goods or services at a discounted price. It is usually done by businesses or organizations, in…
Commercialization – Definition, Process and Strategies
What Is Commercialization? Commercialization is the process or activity through which a good or service is introduced into the market. It is also the stage…
Community of Practice – Definition, History and Types
A community of practice is a group of people involved in sharing similar concerns, interests, passions, or problems in a way to create and optimize…
