The Business Book

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260 B rands are how organizations make their product or service stand out from the competition. In ancient times, cattle and sla ...

261 The “easy” brand began as an airline, but its brand essence—“more value for less!”—has been successfully applied to more tha ...

262 the individual values and vision take the brand from an idea on a piece of paper to a commercial reality. The vision for the ...

263 relaxing leather sofas, comfy chairs, and freely available newspapers. In the 1990s, the rise of the coffee bar on street co ...

264 THERE IS ONLY ONE BOSS: THE CUSTOMER MAKE YOUR CUSTOMERS LOVE YOU T he idea that the customer determines how successful a bu ...

265 See also: Porter’s generic strategies 178–83 ■ Understanding the market 234–41 ■ Focus on the future market 244–49 ■ Promoti ...

266 must be kept high for a long and happy marriage between producer and end user. The founder of Selfridges, Harry Gordon Selfr ...

267 Customer loyalty and store cards encourage repeat purchase of products and also provide businesses with the opportunity to g ...

268 WHITEWASHING, BUT WITH A GREEN BRUSH GREENWASH When an environmental issue or disaster becomes public knowledge, many consum ...

269 See also: Crisis management 188–89 ■ Avoiding complacency 194–201 ■ Morality in business 222 ■ Creating an ethical culture 2 ...

270 See also: Play by the rules 120–23 ■ Morality in business 222 ■ Creating an ethical culture 224–27 ■ Understanding the marke ...

271 See also: Understanding the market 234–41 ■ Creating a brand 258–63 ■ Generating buzz 274–75 ■ Marketing mix 280–83 M arkete ...

272 IN GOOD TIMES PEOPLE WANT TO ADVERTISE; IN BAD TIMES THEY HAVE TO WHY ADVERTISE? I n the corporate landscape advertising is ...

273 Kit Kat advertisements in the UK like this one from the 1960s have used the slogan “Have a break—have a Kit Kat” for almost ...

274 MAKE YOUR THINKING AS FUNNY AS POSSIBLE GENERATING BUZZ A lthough the catchphrase is contemporary, the idea of “generating b ...

275 From a single user sharing images or opinions with friends, and those friends passing the data to their friends, with modern ...

276 E-COMMERCE IS BECOMING MOBILE COMMERCE M-COMMERCE T he term e-commerce (electronic commerce) refers to all buying and sellin ...

277 Using M-Pesa, the cell-phone money-transfer service, is common in Kenya. Funds are transferred by SMS into an electronic wal ...

278 TRYING TO PREDICT THE FUTURE IS LIKE DRIVING WITH NO LIGHTS LOOKING OUT OF THE BACK WINDOW FORECASTING F orecasting sales is ...