CEO Overconfidence in Mergers & Acquisitions – Literature Review

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“Many managements apparently were overexposed in impressionable childhood years to the story in which the imprisoned handsome prince is released from a toad’s body by a kiss from a beautiful princess. Consequently, they are certain their managerial kiss will do wonders for the profitability of Company T[arget]…We’ve observed many kisses but very few miracles. Nevertheless, … Continue reading CEO Overconfidence in Mergers & Acquisitions – Literature Review

Target Marketing

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Main Concepts Market segmentation: Identify and profile distinct groups of buyers who differ in their needs and wants. Market targeting: Select one or more marketing segments to enter Segmentation variables: Geographic, demographic, psychographic and behavioral, user and usage-related variables. Segments must be measurable, substantial, accessible, differentiable and actionable. Porter’s Five Forces can be applied to evaluate segments. … Continue reading Target Marketing

Buying Dynamics of Consumers and Businesses by Kotler and Keller

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This note is part of a collection of notes from the book “A Framework for Marketing Management” by Kotler and Keller. What influences consumer behavior? Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. 1. Culture, … Continue reading Buying Dynamics of Consumers and Businesses by Kotler and Keller

Building Long-Term Customer Relationships by Kotler and Keller

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This note is part of a collection of notes from the book “A Framework for Marketing Management” by Kotler and Keller. The consumers of today expect companies to listen and respond to them. Consumers are better educated and better informed than ever, and they have the tools to verify companies’ claims and seek out superior … Continue reading Building Long-Term Customer Relationships by Kotler and Keller

Exploring New Digital Trends – Lecture by Jimmy Maymann

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Topic and background of the lecture In this lecture, Jimmy Maymann talks about four innovations, which he thinks drove the successful turnaround of AOL. The Q&A session provided additional aspects that are very interesting to read into. Jimmy Maymann Background He is the former President of AOL and CEO of The Huffington Post where he … Continue reading Exploring New Digital Trends – Lecture by Jimmy Maymann

Marketing Research and Analysis by Kotler and Keller

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This note is part of a collection of notes from the book “A Framework for Marketing Management” by Kotler and Keller.   Marketing information system (MIS) MIS consists of people, equipment, and procedures to gather, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers. It relies on internal company records, marketing … Continue reading Marketing Research and Analysis by Kotler and Keller

Marketing Strategies and Plans by Kotler and Keller

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This note is part of a collection of notes from the book “A Framework for Marketing Management” by Kotler and Keller.   The three phases of value delivery Choosing the value (segmentation analysis) Providing the value (identifying features, prices and distribution) Communicating the value (Advertising, sales force, the internet)   The value chain by Porter … Continue reading Marketing Strategies and Plans by Kotler and Keller