Digital transformation Digital transformation, coupled with disruption and uncertainty, presents a significant impact on the conduct of marketing in the most recent period. Marketers are required to be able to leverage approaches that prioritize the...
A Question of Marketing So far, most organizations have focused on direct processes to achieve value through corporate responsibility. They have been pursuing safe strategies with direct commercial benefits, such as...
Social Responsibility has a relevant role in Marketing because it involves an effort in attracting consumers/customers who want to make a difference in their community through their consumption habits or choice of partners. This importance translates into...
Lessons from the political campaign With communication present in different areas in the context that surrounds us, it becomes relevant to observe how the relationship that is established with the public in a political message can have points of contact with the message used by a...
Marketing and public relations play an important role in managing an organization's reputation, but when it comes to responding to a serious threat it has to use other means to spread positive messages about its activity. As a general rule, when...
The importance of evaluating marketing The intangible benefits of a marketing strategy: Improving and boosting brand awareness Educating customers about the offer and strengthening stakeholder relations The objectives set must be...
As many as one in 10 new businesses reach their 5th anniversary, according to various sources of statistics. Every entrepreneur knows that it is a great challenge to keep a business going. Even with determination and hard work, sometimes it just...
For Third Sector organizations looking for an effective communication strategy it may seem a challenge to understand how to "think" and act in this context. This is a reality that is necessarily distinct from the more usual communication processes and endowed with a...
Today we will try to find the value of the "visibility" variable, focusing on the equation: Brand = reputation x visibility. We already know that the combined value between the two unknowns will result in the brand value, but what about visibility?
To think of a strategy that can be effectively internalized, besides being effective, means to have a grounded base that also has characteristics that are particularly linked to the vision and experience of those who will implement it. When this adequacy...
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