Due to “web 2.0” developments the balance of power between organizations and customers has changed…and it is very likely that these changes will progress and give more power to the costumer. Blogs, video communities and “worth of mouth” offer various (good) options for interactions between consumers.   1) We have to keep in mind that [...]

You can find a huge number of definitions of strategies in theory and practice. In order to explain the term marketing strategy I would like to use this definition: The strategy determines kind, direction, intensity and importance of (strategic) measures. Two major groups of marketing strategies can be distinguished: (a) Strategies, which describe how to [...]