Marketing Strategy

Why Corporate Social Responsibility is important

CSR stands for Corporate Social Responsibility and describes the business strategy of giving back to the community. When initiating CSR programs, the companies dedicate parts of their profits in order to create a positive impact on the local community. The corporate initiatives can be either financial support, or volunteer-driven activities, or even the raise of […]

The complementary use of Communication and Public Relations practices

In previous publication, we analyzed from various angles the communication identity of a few businesses. However, we have not yet analyzed the relevance of Communication with Public Relations, a topic of particular interest, as there is a confusion as to whether they are identical, different or related to their target objectives. We acknowledge their scientific […]

Organizing seminars for business executives by Innovatebiz

Innovatebiz is getting ready to host free online seminars for business executives in English. The topics of the seminars concern many business subjects, with emphasis on marketing and communication. The concerned public will be informed of these actions through our social media announcements. The Innovatebiz Team

Communication and Marketing or Communication in Marketing?

The goal of this article is not to approach Communication and Marketing in the “traditional” way, for example as two separate areas of a product or service promotion, but through the view of IMC (Integrated Marketing Communication); a communication concept firstly introduced in the US that today has been recognized by the majority of marketers […]

Communication and alternative Advertising

Within the general concept of Communication, its relationship with standard corporate image-making practices is being introduced. The most widespread practice is undoubtedly advertising, which – using both classical and modern techniques – is chosen by most businesses as a proven (?) mechanism to achieve the desired goal. The content of the term ‘Advertising’ is broad, […]

Reinventing Marketing to Manage the Environmental Imperative

Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to reexamine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has […]

Fun & Games: Business Models for Innovation

While many brilliant ideas come from start-ups with unsustainable business models, well-established firms suffer from an inability to innovate, especially in regulated industries. The innovation paradox can be overcome by applying the right business model: 1) Fun & Games, which ignores regulations; 2) Hide & Seek, which exploits regulatory ambiguities; and 3) Carnival Rides, which […]