Should you market only to a niche audience or should you spread your message across channels for maximizing return on investment (ROI)? Do you advertise using only one channel or do you use multiple channels? Do you market using one message or a several different ones at various intervals? The answer to all these questions depends on the nature of the product or service that you are marketing. Every product should have a distinct brand personality and understanding this personality helps choose the right marketing approach for that product. Continue reading …
Setting up your own business is always risky and it is impossible to have a completely risk-free work environment. What is possible (and desirable) is to optimize risk. Four ways in which you can reduce business risk are through company structure, diversification, insurance and tracking. 
The Board of Directors of the American Marketing Association define Marketing as the “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”