Quit the navel gazing

Article Abstract:

Marketers contribute substantially to the value of shareholder's stocks. Their contributions have also been acknowledged. However, marketers do not bother to understand the plans and directions of the company, unlike the chief executives and finance directors. Consequently, they end up in a league of their own. This, in turn, leads to feelings of isolation from senior management. In this context, the contents of a survey conducted in United States by the Association of National Advertisers are discussed. Marketers are advised to review their role as business advisers.

Management dynamics, Management, Beliefs, opinions and attitudes, Company business management, Sales managers, Survey

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On the house

Article Abstract:

House brand products can dislodge the traditional national brands from the shelves of supermarkets, provided the quality is impeccable and the marketing strategies are right. This conclusion is based on a survey conducted by US magazine Consumer Reports. The implications of the reports for national brands in Australia, and the supermarkets Coles Myer and Woolworths are discussed.

Market information - general, Methods, Supply and demand, Product management, Brand choice, Private labeling, Private label products

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