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Brand Manager Spend The Bulk Research Proposal

A successful campaign for a niche market must consist of several strategies that combine each other in order to minimize risks and maximize the chances of gains. Jean Marie Caragher (2008) believes that an adequately developed niche marketing campaign has to consist of at least a mission statement, a situational analysis and SMART goals and strategies; the acronym stands for specific, measurable, attainable, realistic and timely. Aside these however, the proper niche marketing campaign must also integrate features which refer to the unique characteristics of the organization discussed or the product or service promoted. This means that the campaign must be built on both traditional and experience-based marketing techniques. Consequently then, the ultimate decision of the manager should revolve around a hybrid plan of action - a marketing campaign integrating features of traditional and modern approaches.

5. Justification of Decision

The decision that has been reached advices the manager to invest his budget in both traditional and modern approaches to marketing operations. The belief is based on the simple fact that both types of techniques reveal advantages and disadvantages. The traditional methods ensure increased levels of stability, but the modern ones enhance the chances of success by addressing issues left uncovered by the traditional approach. Otherwise put, the benefit of the combined usage is that it maximizes the chances of a successful campaign, while minimizing the risks adjacent to each strategy, taken individually.

The emergence of experience-based marketing is the result of important changes in the market place and the microenvironmental context. Experience-based marketing is the new era, but it cannot yet be fully integrated. The most likely future modifications revolve around the slow but sure integration of traditional marketing into the developing of more modern approaches. Otherwise put, it is probable that a new discipline will be formed; it will be based on traditional techniques, but it will also integrate modern concepts. Ultimately then, the end result is expected to be a hybrid marketing approach.

6. Conclusions

The contemporaneous manager is faced with highly complex tasks, one of them being the selection...

The academic opinions vary relative to the importance and benefits of traditional vs. modern approaches. The most effective solution for the time being seems to be the implementation of a hybrid approach, which combines the benefits of the two types of strategies and reduces their limitations.
References

Balasubramanian, S., 1998, Mail vs. Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers, Marketing Science, Vol. 17, No. 3

Blackwell, J., Overview of Traditional Marketing, Enzine Articles, http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128lastaccessed on March 16, 2009

Caragher, J.M., 2008, Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Vol. 25

Davis, S., Halligan, C., 2002, Extending Your Brand by Optimizing Your Customer Relationship, Journal of Consumer Marketing, Vol. 19 Issue

JoachimsthalerE., Aaker, D., January-February 1997, Building Brands Without Mass Media, Harvard Business Review

Levinson, a., Levinson, J., 2007, Guerilla Marketing: Easy and Inexpensive Strategies for Marketing Big Profits from Your Small Business, 4th Edition, Houghton Mifflin Harcourt

McIntyre, S.H., January 1982, an Experimental Study of the Impact of Judgment-Based Marketing Models, Management Science, Vol. 28, No. 1

Mcquade, S., Waitman, R., Zeisser, M., Kierzkowski, a., 1996, Marketing to the Digital Consumer, the McKinsey Quarterly, No. 3

Morwitz, V.G., Schmittlein, D.C., 1998, Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models, Management Science, Vol. 44, No. 5

Prahalad, C.K., Ramaswamy, V., July 1, 2003, the New Frontier of Experience Innovation, Harvard Business Review

Vandenbosch, M., Dawar, N., July 1, 2002, Beyond Better Products: Capturing Value in Customer Interactions, Harvard Business Review

Yeung, C., Wyer, R.S., September 2004, Affect, Appraisal and Customer Judgment, Journal of Consumer Research, Vol. 31

Ziamou, P., Ratneshwar, S., April 2003, Innovations in Product Functionality: When and Why Are Explicit Comparisons Effective, Journal of Marketing

Sources used in this document:
References

Balasubramanian, S., 1998, Mail vs. Mall: A Strategic Analysis of Competition between Direct Marketers and Conventional Retailers, Marketing Science, Vol. 17, No. 3

Blackwell, J., Overview of Traditional Marketing, Enzine Articles, http://ezinearticles.com/?Overview-of-Traditional-Marketing&id=374128lastaccessed on March 16, 2009

Caragher, J.M., 2008, Expand Your Horizons: Niche Marketing Success Stories, Journal of Accountancy, Vol. 25

Davis, S., Halligan, C., 2002, Extending Your Brand by Optimizing Your Customer Relationship, Journal of Consumer Marketing, Vol. 19 Issue
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