|
Power of Marketing in Creating Winning Products |
|
|
|
25. marec 2009 |
|
Winning products provide great value to their customers. Activities which lead to the fulfillment of consumer needs, including new product development, are at the core of marketing discipline. Traditional marketing theory understands new product development as a very structured process. Yet business reality provides countless examples of winning products being the result of simply disruptive thinking about the needs and wants of a consumer. An entrepreneurial marketing style is a valid option for small firms operating in unstable business environments. However, in response to an ever changing and increasingly complex consumer, the technical expertise of innovators must be combined with consumer behavior knowledge and other social sciences. Entrepreneurs must also recognize that consumers buy brands not products, hence the need to integrate the brand management process into their business practice.
Abstract of full paper published in Proceedings of 29th PODIM Conference.
|
|
(...)
|
|
|
Business reality shows |
|
|
|
15. oktober 2007 |
|
 Teaching young students how to do business in years to come is almost as difficult as bringing up kids for the uncertain future. Parents base their lectures on own experiences in the past, which was different from the present and expect children to be happy and successful in the unknown reality of the coming decades. In this process they often stick to the values and ideas which were appreciated only in theory, but never proved to get you anywhere in reality. An example is the ideal of modesty and thrift in Slovene traditional culture, unsuitable for present business and consumer climate.
From Foreword to Case Method Guide, EU Leonardo da Vinci Program, 2005-2007.
Ideal case of knowledge transfer from father to son. |
|
(...)
|
|
|
Development of Slovenian brands: Oldest are the best |
|
|
|
21. junij 2005 |
 Abstract: The development of Slovenian brands is presented in historical perspective in this paper, divided into six periods, stating key characteristics and examples of each period. A list of 'strong, respected and important' Slovenian brands was compiled from different sources, and the period of their origin was examined. Brands prior 1965 prevail on the list, supporting the evidence from developed markets where many old brands keep the leading market positions.
Full article published in Place Branding, November 2005.
Tessarol coatings ad from 1929. The brand, with updated design, is still market leader in Slovenia. |
|
(...)
|
|
|
Communication Tools in Different Stages of Product Life-cycle |
|
|
|
15. maj 2003 |
The product life cycle (PLC) is a generalized model of the sales history of a given product category over a long period of time. The concept holds that the product's sales change over time in a predictable way and that products go through a series of five distinct stages: introduction, growth, shakeout, maturity, ana decline (Walker et al., 1992). In reality of today's highly competitve world, where most markets are saturated, almost all products seem to be in mature or declining phase. We can say life cycle is really about getting old, and product managers seem to have the same concerns as most of the people, that is how to stay attractive when getting older!
Read the full article, based on lecture at Lek Marketing Conference, Sorrento, April, 2003.
|
|
(...)
|
|
|
The Importance of Food Marketing to Recovering Economies: An Assesment from the Balkans |
|
|
|
06. januar 2003 |
Abstract: The Balkan countries have suffered centuries of ethnic strife, military deisord and human suffering. Destruction, discord and suffering are not, however, the focus of this study. Our objective is to determine what contributions marketing can make to the recovery and stability of the region.
| Authors: |
Shultz, Clifford; Grbac, Bruno; Burkink, Timothy; Renko, Natasa; Damjan, Janez |
| Title: |
The Importance of Food Marketing to Recovering Economies: An Assesment from the Balkans |
| Source: |
ISMD Abstracts Booklet / Shultz, Clifford ; Rahtz, Don ; Speece, Mark (ed). - Bangkok : ISMD , 2003. 2-4. |
| Meeting:: |
8th International Conference on Marketing and Development |
| Location, date: |
Bangkok, January, 04-07, 2003 |
|
Published summary |
|
|
(...)
|
|
|
E-poštni naslov je zavarovan pred nezaželeno pošto, za ogled potrebujete Javascript
is a senior lecturer in marketing at the