Beyond branding and brand management

Issues relating to any domain(s) of marketing and strategy that apparently have no direct connection(s) to the brand(s) but impact them nonetheless.

  • Product management
  • Services marketing
  • Pricing issues
  • Sales and distribution management
  • Integrated marketing communications
  • Consumer behavior
  • Customer relationship management
  • Macromarketing
  • Bottom of the pyramid marketing
  • Strategic management
  • Environmental analyses and the VUCA framework
  • Business models and business model innovations
  • Industry analyses and the five forces model
  • Portfolio analyses
  • Resource-based view (RBV) of the firm
  • Dynamic capabilities
  • Learning organization


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