Marketing Defined. Marketing is the process of continuously and profitably satisfying target customer’s needs, wants, and expectations superior to competition. Note the six key elements in the marketing definition: Marketing Concepts. The marketing definition above lays the groundwork for understanding the five interrelated marketing concepts, specifically: Depending on the culture or the context of the industry of the business, how […]
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Innovation, a term widely bandied about in various conversations, and corporate functions. Some companies have even dedicated positions to innovation management, aiming to embed it within their corporate culture, processes, and mindsets. It is imperative, then, to gain a clear understanding of what innovation truly entails, enabling businesses to direct their efforts and resources towards genuine innovation, rather than pursuing […]
Barton “Bart” Canon is the SVP for Commercial Operations of Fly Ace Corporation, marketer of Jolly canned vegetables, canned fruits, Doña Elena Mediterranean products (olive oil, olives & capers, pasta & pesto sauces, canned tomatoes, anchovy, bottles sardines & canned tuna) , Good Life oriental products (sotanghon, egg noodle, bihon, bread crumbs, sesame oil, oyster sauce) and other food products, […]
Kim Frances Lato, the founder of Kimstore.com, started her business with just P20,000 on the Multiply social media platform. Today, she has more than 250 employees and processes over 1 million online transactions per year with an omnichannel availability. Kim was awarded the Mansmith Young Market Masters Awards (YMMA) in 2021. In this interview, she shares her insights on opportunity-seeking and […]
Last 2015, we conducted a survey on the ‘hirability’ of fresh graduates with the marketing heads of some of the biggest companies in the Philippines. We thank Albet Buddahim, vice president and chief marketing officer of the Primer Group of Companies, and Ampy Rio, chief marketing officer of Nutriasia, for answering our updated edition. Q1: When hiring fresh graduates for brand marketing work, what […]
I vividly recall a conversation 25 years ago, when Samie Lim eagerly introduced me to the concept of franchising. His group had secured the rights to represent US-based Francorp in the Philippines, enabling them to offer consulting services related to franchising. Their aim was to assist businesses in harnessing the power of the franchising business model for expansion. With this […]
Oscar Villamora is the Managing Director of URC. He is a recipient of the Mansmith Young Market Masters Awards (YMMA) in 2010. Here he shares his views on managing managers, in the field of sales and marketing. Q1: What do you think is the most significant challenge facing sales managers today, and how can they overcome it? A1: The first […]
Dorothy Dee-Ching is Jollibee Philippines’ Head of Marketing. She won the Mansmith Young Market Masters Awards (YMMA) in 2016. She shares her insights about spotting marketing talent in this interview. Q1: In your decades of handling managerial talents, especially in marketing, how do you know you have chosen the right marketing talent? Are there traits you watch out for at […]
Issa Guevarra-Cabreira is the chief commercial officer of Globe Telecom. Under her watch, Globe rose to mobile leadership beginning 4Q of 2016, and has held the number 1 position to this day. In August 2019, Issa was appointed managing director of 917 Ventures, the largest corporate incubator in the country, tasked to create new businesses beyond telco, and to oversee […]
Issa Baron is the Managing Partner of Good Thinking Research and was past president of the Marketing and Opinion Research Society of the Philippines (MORES). Here she answers some of the most common questions about consumer insighting. Q1: What are some of the most significant trends you are seeing in consumer behavior, and how can firms leverage them to improve their […]