MarCom Program Takes You to the Next Level
Brenda Gainer talks about the Masters Certificate in Marketing Communications program.
Making the case for spending so called “soft dollars” is never easy. In the field of Marketing Communications these days, it can be even more difficult as
The Journey from Brand Equity to Brand Value
by Alan Middleton, PhD,
Executive Director, Schulich Executive Education Centre
Along with other intangible assets like patents, unique or rare business processes, scale/share of market and management quality, brands are now accepted as having co
Are You a Brand or a Commodity?
It is widely known that a brand generates significantly more revenue than a commodity. What do you buy on price and what do you buy on value? When do you pay a higher price for a branded product?
For most people the answer is almost always.