Advertising Research

Dr Brian Monger An important function of marketing and advertising research is to gather information needed for the development of the advertising campaign. Prior to campaign development the market is analysed to decide what kinds of things need to be known about the target market for the product.  Research Overview Perhaps little need for advertising … Continue reading

Disciplined Creativity

 Given a basic understanding of our product (including service) and knowledge of our intended media audiences (in terms of both demographics and psychographics), we can focus on the techniques, processes, and skills involved in creating effective advertising messages. First, however, we must have a clear conception of what “creativity” really is.   The creative writer-poet, … Continue reading


Dr Brian Monger Strategy and strategic planning is constantly in danger of becoming the punching-bag of dissatisfied managers because it has either not been properly understood or applied ineffectively.   For illustration, if we take a sample of the academic critique we find that:   Strategies have a tendency to emerge through an often haphazard … Continue reading

Managing Internal Marketing for Better Service Delivery – Part 2

Dr. Brian Monger Prerequisites for Successful Internal Marketing If internal marketing activities are implemented as a campaign only, or, even worse, as entirely separated activities without connections to other management factors, the risk that nothing enduring will be achieved is overwhelming.  The organisational structure and the strategy of the firm have to support the establishment … Continue reading

Managing Internal Marketing for Better Service Delivery – Part 1

Dr Brian Monger What is Intenal Marketing? An increasing number of firms have recognised the need for internal marketing processes. Today, internal marketing is considered a prerequisite for successful external marketing performance Internal marketing is a management strategy.  The focus is on how to develop customer-conscious employees.  Goods and services as well as specific external … Continue reading

On Being a Better Manager

Dr. Brian Monger What should good managers do? How do I manage better? These are standard questions that most of us in the management profession have been asked more than once. Here, then, is my take, on what it takes to be a better manager. Art and science Management is both art and science. It … Continue reading

Japanese Dining Etiquette

Dr. Brian Monger In Japan, you say “itadakimasu” (“I gratefully receive”) before eating, and “gochisosama (deshita)” (“Thank you for the meal”) after finishing the meal. Individual versus shared dishes It is not uncommon in private households and in certain restaurants (e.g. izakaya) to share several dishes of food at the table rather than serving each … Continue reading

Effective Planning

Dr. Brian Monger Requirements of Effective Planning The major requirements for effective marketing planning can be classified under three broad headings: strategic requirements; managerial requirements; and operational (tactical) requirements Strategic Requirements Strategy comes from a Greek word, referring to the office of a general. It refers to the big picture. All too often, even for … Continue reading

Value as a Key Marketing Concept

The Concept of Value The concept of value is ever-present in the minds of most consumers.  Such phrases as “value for the money,” “best value,” and “you get what you pay for,” are fairly commonplace.  The word value is used in a variety of ways by customers and has a number of interpretations. An important … Continue reading