posts tagged: communications mix

A Resource-based view of Managing Media Communications

Media Communications — is it all about the resources or the activities we practice? An interesting article written by Grönroos [1], in (1996) noted that we are increasingly seeing a move towards a more resource-oriented approach to marketing and media management. This resource approach focuses on the management and planning of core competencies and resources, not just seeing the product as core. He noted that it is the resources and core competencies of an organisation which forms the basis and foundation for successful market relationships, and not just the facilitation of an exchange – a sale, or the focus on the product offering. A resource-based view further places increased emphasis on … Keep Reading…

Marketing’s Evolution

Marketing is constantly evolving as the resources by which we conduct and manage marketing activities evolves. This post on CASE Insights provides a commentary on the evolution of marketing activities from a mixer of ingredients to a participant in a dialogue and community. The post also introduces EMAM, an adaptive framework introduced by Dr. Kelly Page, upon which the management and implementation of marketing activities can be organised. Keep Reading…