This text is translated from an interview with Margot Bouwman, co-author of the book Marketing Communication Strategy (together with Floor & Van Raaij). In the interview, Ms Bouwman elaborates on “the new brand model”, also called the brand circle or… Read More »Dominance – Relevance Brand Model
Effective communication is essential in building relationships and achieving success in various settings, including government, business, and personal relationships. In studying communication, one concept that is commonly used is the micro, meso, and macro (MMM) framework, which provides a multilevel… Read More »Market Environment (Micro, Meso, Macro)
The Growth-Share Matrix is a tool used in strategic management to evaluate a company’s portfolio of products or business units. The matrix is also called product BCG-matrix, Boston Consulting Group matrix, portfolio matrix, Boston Box, Boston matrix, or portfolio diagram. It is a framework for… Read More »Growth-Share Matrix (BCG Matrix)
Introduction SWOT Analysis is a powerful tool used by organizations, businesses, and individuals to assess their internal and external environment. It is a simple yet effective way to identify one’s strengths, weaknesses, opportunities, and threats, which can be used to… Read More »SWOT Analysis
The Creation Of What The Public Thinks Is Important History and Orientation Agenda setting describes a very powerful influence of the media – the ability to tell us what issues are important. As far back as 1922, the newspaper columnist Walter Lippman… Read More »Agenda-setting Theory
History and Orientation The concept of framing is related to the agenda-setting tradition but expands the research by focusing on the essence of the issues at hand rather than on a particular topic. The basis of framing theory is that… Read More »Framing
