The partnership’s annual report acknowledges the need to evolve its marketing given how many of the retail giant’s most loyal customers now shop at both John Lewis and Waitrose. Learn how to leverage the four types of brand and marketing integration—vertical, horizontal, external, and internal—to successfully reach all of your stakeholders. Investing time in developing your marketing strategy can help your business grow. Despite the differences between business and consumer marketing from a surface perspective being seemingly obvious, there are more subtle distinctions between the two with substantial ramifications.
The MSc Marketing course at Stirling was one of the first in the country to be accredited by the Chartered Institute of Marketing (CIM). Also, too many books completely separate the highly integrated activities of planning, marketing and evaluating programs.
In particular, the module deals with the limitations of traditional marketing models and concepts as applied to business to business marketing, …