What is a marketing strategy? How to develop a marketing strategy? What factors should be taken into account in the process of marketing strategy elaboration?

Marketing plan: structure and recommendations

What is a marketing plan? What is the structure of a marketing plan and what elements are essential for success? Does an ideal example of a marketing plan exist?

Brand and branding in modern marketing

What is a brand? Why is it important to have a strong brand? What does branding mean for companies? What is brand equity?

Brand equity as a central element of a marketing mix

What is brand equity? What advantages does brand equity offer? What is the structure of brand equity? How to create brand equity?

Positioning as a method of building brand equity

What is positioning? How does positioning relate to the concept of brand equity? How to implement step-by-step positioning in practice?

Integration of secondary associations into brand positioning

What are secondary associations? What is the significance of secondary associations? What are the sources of secondary associations?

Basic brand elements: name, domain, logo, slogan, character, and others

What are the basic elements of a brand? What are the general and specific criteria for selection? How can the elements be combined to maximize the brand equity?

Evolution of the marketing mix from 4P to 12P

What is a marketing mix? What are the elements of the marketing mix? What factors influence the evolution of the marketing mix?

How to develop a marketing mix - classic 4P concept

What are the elements of the marketing mix according to the 4P concept? What are the most common strategies, approaches, and tools for each element of the mix?

Additional elements of the marketing mix - the concepts of 8P, 12P

What elements are added to the classic 4P marketing mix nowadays? Which concept should be chosen - 4P, 8P, or 12P? Is there really a need for such an extension of the marketing mix?