Picture our entrepreneur as she waits in eager anticipation for the sound of the postman’s laboured breathing pulling a sack to her door. That postal struggle signals a bag bursting with cheery festive business greetings from almost every business she’s ever dealt with. By return the entrepreneur sends out her own sackful of business Christmas [...]

The health communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed “social marketing.” Rather than dictating the way that information is to be conveyed from the top-down, [...]

Anybody who works in marketing knows well that one of the first and most important thing to do is target definition.
Target definition requires a systematic approach: from the analysis of the needs of the market to the analysis of the existence of an economic potential going through the market borders definition till the selection [...]