«An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders»
«The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges and satisfy individual and organizational objectives»
(AMA Board, 1985)
«Il marketing è definito come un processo sociale e manageriale che mira a soddisfare le esigenze e le richieste attraverso i processi di creazione e lo scambio di prodotti e valori. E' l'arte e la scienza di individuare, creare e fornire valore per soddisfare le esigenze di un target di mercato, realizzare un profitto: "delivery of satisfaction at a price"»
(Giancarlo Pallavicini, 1959)
The Importance of the Name
The name is the first meeting between the user and the brand, the first impression that opens the path of communication between company and consumer.
What is the brand?
It is not a symbol, but a number of factors: the name, logo, color set, typeface and all the equipment coordinated communication that, as a whole, creates and suggests that identify emotions, imagination a user/ consumer, own about that company. And the name is the first step of this process, which in fact understand the importance.
Below a set of guidelines to be observed for the choice of name for a brand, product, company:
- It must be easily and quickly
- must have the availability of domain web
- It must be easy to remember
- It must be consistent with their brand or company
- It will also advise the functionality that is
- It must be fluid in pronunciation
- You must be registered and copyrighted
- It must be flexible in its possible evolutions
- It must remain solid over time
- It must operate in its market
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Marketing communications are messagesand related media used to communicate with a market, it is the "promotion" part of the "Marketing Mix" or the "four Ps": price, place, promotion, and product.
It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.
An ambitious Brand cannot think to grow without a precise, attentive and continuous planning of actions and strategies. The creation of a Marketing Plans a fundamental aspect for coordinate in a unique direction all the forseen actions.
For have good stategies, every action is studied, proposed and realised based on the caracteristics and needs of the brand, at that precise moment in the hystory.
A Brand cannot think today to communicate as it did yesterday or will do tomorrow.
So this is why you need to be creative.
MKG COMM PLAN SPEP 4