ARTICLES ABOUT MARKETING

Social Responsibility and the Commercialization of Society
While the pursuit of growth and profits continues to rule daily life within the corporate world, a growing number of businesses are also measuring their success against one of the most fundamental ethical principles of business – that of “social responsibility.” Businesses across sectors are taking stock of their social responsibility and placing ethical limits on their actions to ensure that the legitimate pursuit of financial success does not undermine the common good.

Making Marketing Strategic
Marketing, as a functional discipline, has had to reinvent itself more than once during the last decade. Remember the distinction in the 1980s between “sales oriented” and “marketing oriented” companies? The first big change was during the early 1990s when marketing was routed from it pedestal in “marketing oriented” companies to become the handmaiden of branding...

Changing Global Demographics
During the 18th century, the now well-known political economist, Thomas Malthus, in his famous work, Essay on the Principle of Population (1798), expounded the theory that world population would grow unendingly without the natural constraints of war, famine, and disease. Recent trends in global demographics, now reveal new factors limiting population growth...

Two Approaches to Reinventing Marketing
As capitalism with its “selling,” and consumerism with its “buying,” approach saturation in the Western world, marketing, as a discipline, finds itself facing an increasingly difficult proposition – “how can it sell more to consumers who have everything and refuse to be sold to?”

PepsiCo Goes Natural
PepsiCo. Inc., the massive food and beverage conglomerate with a market capitalization of $73 billion and annual revenues in excess of $27 billion, has announced their intention to migrate their snack food and beverage offerings to a more healthy profile, and to encourage the moderate consumption of snack foods.

Brand Faceting and Marketing Strategy
The proliferation of Brands has made the management of a Brand even more challenging and more critical to the success of an overall enterprise.

Liberation Marketing and Consumer Society
Corporate marketers and advertising agencies eventuated “Liberation Marketing” to trump Lifestyle Marketing. The theory was that brands would pose as revolutionaries acting on our individual behalf by selling the apparatus of “cool,” “hip,” “alternative” – without of course ever actually being cool, hip, or alternative themselves.