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A type of advertising that focuses on enhancing the perceived image of the organization rather than promoting specific products.
Type of consumer purchase decision that is important to the consumer but the consumer feels confident making these decisions since they have previous experience purchasing the product.
Type of consumer purchase decision that involves the purchase of something new to a consumer but in the customer's mind is not a very important purchase in terms of need, money or other reason.
A competitive pricing method in which initial price is set at levels that are the same as competitors' prices.
A form of advertising that intentionally inserts products into entertainment programming (e.g. movies, TV programs, video games) such as showing product use by an actor, placing product in background or having product name mentioned.
A concept in conducting research that is concerned with making sure the method used to gather data leads to consistent results that would be duplicated if others follow the same methods.
Actionable steps or decisions made in order to follow the strategies established.
Represents a branding decision in which an individual product is named or a name is applied to a group or family of products.
General term referring to types of decisions facing consumers when they make purchases which include: Minor New Purchases, Minor Re-Purchases, Major New Purchases and Major Re-Purchase.
A binding arrangement between channel members, either legally or in some other manner, to engage in a specific and often strictly outlined business relationship whose types include Corporate, Contractual and Administrative.