La mercadotecnia integra las varias funciones de una compañia para captar mercados específicos para poder satisfacer las necesidades de los clientes y también ayuda a crear relaciones con esos clientes. Este documento hace énfasis en los principios clave de la estrategia de mercadeo, ilustrados con ejemplos sacados de la estrategia...
Marketing integrates the various functions of a company to target specific markets in order to best meet the needs of customers and helps to create relationships with those customers. This document outlines key principles of strategic marketing, illustrated throughout with examples drawn from the marketing strategy developed by a small...
Improving existing and developing completely new products is an important part of maintaining a healthy business. This document outlines key principles of new product development, illustrated through the activities of a small sawmilling company.
In this case study, Willamette Industries, Inc. explores the potential of environmental marketing. The company conducted research to determine the views of their customer base. Based on this information and a description of the company’s external
environment, students are asked to recommend a marketing strategy.
The North American forest sector is well-known for its lack of diversity. In most operations, middle-aged white males are the majority of employees. Given this setting, we investigate the experiences of female executives working in North American forest sector firms. We take a qualitative approach with in-person and Skype interviews...
The forest sector and the global financial crisis (GFC) provide a unique setting for investigating the relationships among market orientation, innovativeness and firm performance. While most of the extant literature suggests that market orientation helps a firm build its innovativeness, we suggest that in the production oriented forest sector, especially...
The success of your business will strongly depend on what price tag you attach to your products—and whether your customers are willing to pay this price. Hence your strategic marketing planning should include considerations about how to adequately price your products/services right at the start. After reading this publication, you...
This document outlines types and sources of information you might use in your marketing planning. A variety of sources are cataloged on the Oregon Wood Innovation Center web site. A concrete example from the experience of a local entrepreneur is provided.
Public relations is a key element of any company’s communications portfolio. For entrepreneurs, PR may be especially important because it comes at no direct cost and has a low total cost. This document outlines key principles of PR, illustrated by an example of a small sawmiller.