Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency advertises on behalf of an entire industry or locality, often a specific type of food, food from a specific area, or a city or region as a tourism destination.
In the field of management, strategic management involves the formulation and implementation of the major goals and initiatives taken by an organization's managers on behalf of stakeholders, based on consideration of resources and an assessment of the internal and external environments in which the organization operates. Strategic management provides overall direction to an enterprise and involves specifying the organization's objectives, developing policies and plans to achieve those objectives, and then allocating resources to implement the plans. Academics and practicing managers have developed numerous models and frameworks to assist in strategic decision-making in the context of complex environments and competitive dynamics. Strategic management is not static in nature; the models often include a feedback loop to monitor execution and to inform the next round of planning.
Marketing management is the organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.
Competitive analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling combines all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment.
SWOT analysis is a strategic planning and strategic management technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning. It is sometimes called situational assessment or situational analysis. Additional acronyms using the same components include TOWS and WOTS-UP.
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
Forrester is a research and advisory company.
Leger is the largest Canadian-owned market research and analytics company, with more than 600 employees in eight Canadian and US offices. The company was founded in 1986 by the father and son duo Marcel Léger, former environment minister, and Jean-Marc Léger, economist. Previously, the company was known as Léger & Léger (1986–1996) and Leger Marketing (1996–2013). It is now led solely by Jean-Marc Léger.
YouGov is a British international Internet-based market research and data analytics firm, headquartered in the UK, with operations in Europe, North America, the Middle East and Asia-Pacific.
The Dun & Bradstreet Corporation is an American company that provides commercial data, analytics, and insights for businesses. Headquartered in Jacksonville, Florida, the company offers a wide range of products and services for risk and financial analysis, operations and supply, and sales and marketing professionals, as well as research and insights on global business issues. It serves customers in government and industries such as communications, technology, strategic financial services, and retail, telecommunications, and manufacturing markets. Often referred to as D&B, the company's database contains over 300 million business records worldwide.
The Harris Poll is an American market research and analytics company that has been tracking the sentiment, behaviors and motivations of American adults since 1963. In addition to the traditional consulting offered, Harris has developed software data platforms the allows brands to track health and campaign success. The firm works with clients in three primary areas: brand strategy and tracking, corporate reputation, and research for public release.
The resource-based view (RBV) is a managerial framework used to determine the strategic resources a firm can exploit to achieve sustainable competitive advantage.
In organizational theory, dynamic capability is the capability of an organization to purposefully adapt an organization's resource base. The concept was defined by David Teece, Gary Pisano and Amy Shuen, in their 1997 paper Dynamic Capabilities and Strategic Management, as "the firm’s ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments".
PainCeptor Pharma is a private Canadian company focused on the development of drugs that act outside the central nervous system on nociceptors to treat pain. The company was established in 2004 through the merger of two academic spinout firms: Antalium from McGill University and NeuroCeptor from Queens University. At its inception, the company's primary operations were in Montreal and Kingston, and it established a partnership with the Danish company NeuroSearch as part of its birth.
Strategic design is the application of future-oriented design principles in order to increase an organization's innovative and competitive qualities. Its foundations lie in the analysis of external and internal trends and data, which enables design decisions to be made on the basis of facts rather than aesthetics or intuition. The discipline is mostly practiced by design agencies or by internal development departments.
Corporate venture capital (CVC) is the investment of corporate funds directly in external startup companies. CVC is defined by the Business Dictionary as the "practice where a large firm takes an equity stake in a small but innovative or specialist firm, to which it may also provide management and marketing expertise; the objective is to gain a specific competitive advantage." Examples of CVCs include GV and Intel Capital.
Technology scouting is an element of technology management in which
Corporate foresight has been conceptualised as a set of practices, a set of capabilities and an ability of a firm. It enables firms to detect discontinuous change early, interpret its consequences for the firm, and inform future courses of action to ensure the long-term survival and success of the company.
Product marketing is a strategic marketing function that bridges the gap between product management and marketing communications. The primary role of a product marketing manager is to define and size target markets and value propositions. Other critical responsibilities include positioning and sales enablement.
