All posts in "Marketing Essentials"

The Importance Of Marketing In Today’s World

By Aashish Pahwa / October 12, 2017

While the brain of a business is the finance department, body the product offered, the heart is the marketing department of the business which pumps oxygen and the necessary nutrients to every other body part.Unlike the old times, Marketing no more deals only in the communication of the product to the consumers, the activity is […]


Understanding the Marketing Funnel | How Marketing Funnels Work?

By Sakshi Singh / August 2, 2017

A goal without planning is just a dream. You need a ‘start to finish’ plan in order to ensure effective use of resources and better results. For marketers, imagining a buyer’s journey is an integral part of planning an effective marketing strategy and there’s a perfect tool for the same: the Marketing Funnel. Just like […]


Understanding the 4C’s of Marketing Mix

By Aashish Pahwa / July 23, 2017

Ever since the beginning, businesses focused on themselves more than the customers. But the rules of this game has been changed long ago. It’s the customer who runs the market and who shapes the marketing mix of the businesses. The 4P’s of marketing mix or the seller oriented marketing theory was claimed to be dead […]


The 7 Steps of The Marketing Research Process

By Arieez Dutta / October 12, 2017

Marketing plays an important role in the success of a business in any industry. Furthermore, effective marketing is one of the reasons why a brand retains and even improves its positioning in the customer’s mind. For effective marketing, it is important to research about the customers and the market before any decision is taken. The […]


Holistic Marketing – Meaning, Concepts, and Importance

By Aashish Pahwa / June 29, 2017

“The whole is more than the sum of its parts.” — Aristotle Holism is an ideology which considers ‘whole to be greater than the sum of its parts’. For example – A human will always be greater than the sum of eyes, nose, legs, hands, etc. Holistic marketing revolves around this philosophy of holism where […]


What is Remarketing and How does It Work?

By Aashish Pahwa / September 19, 2017

Has it ever happened to you that after you’ve left a showroom (preferably an automobile showroom) or a bank without making a purchase, you start receiving calls and texts about the exciting offers and/or limited period discounts? Well, that’s Remarketing for you. What is Remarketing? Remarketing is a process to turn window shoppers into actual […]


What is Ambush Marketing? How it is used in Brand Wars?

By Aashish Pahwa / July 8, 2017

Marketing, according to Kotler, is “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. Profit (monetary or non monetary) is an important aspect to any marketing strategy and the increased competition has made it more challenging for the business to earn it. This […]


Different Types of Advertising Mediums

By Aashish Pahwa / May 27, 2017

Advertising is the action of calling public attention to something through paid announcements by an identified sponsor. The choice of advertising medium depends on two aspects – The product/service to be advertised. The Target Group. These two aspects helps marketers decide among ATL, BTL, & TTL advertising strategies. Types of Advertising Mediums Print Advertising One of […]


Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing

By Aashish Pahwa / July 17, 2017

Marketing activities (basically advertisements) today can be divided into three segments – Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing. The line was originally used to separate marketing activities which had mass penetration (above the line) to those which had specific penetration (below the line). But then, because of the […]


Rifle Approach | What is Rifle Approach in Marketing?

By Aashish Pahwa / December 19, 2016

A rifle is used to hit a clearly defined target. Hunters prefers to use a rifle when they’re clear about the object they want to hit and that object is clearly in sight. It’s the similar case with rifle approach in marketing. Rifle Approach in Marketing Rifle approach is an advertising strategy that involves targeting a clearly defined audience […]

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