Introduction

Marketing is becoming increasingly important as the level of competition increases in the modern business. It is, however, imperative noting that essential marketing requires extensive research from the marketing departments of the organizations to ensure that the company’s brands remain competitive and appealing to the potential customers. As a result, the role of marketing consultants is becoming indispensable every passing moment and marketers must always make the right decision on the source of their consultancy information (Mullen & Daniels, 2009). The consultants help in identification of target consumer, how to improve the products and determine the right market for new products. Essential information regarding market segmentation, positioning and branding of the new products to enhance consumer perceptions will also be obtained from the marketing consultants. Consultants will also help in making the most cost-effective market entry strategy to be adopted in marketing a new product line. This paper will try to explain the best choice of a marketing consultant and give an explanation as to why the choice is the best option.

Marketing consultants

Marketing consultants offers coverage on the various opportunities and current trends in the market, and it offers provides applied research to support the assertions. Additionally, the resources reveal challenges that are encountered by researchers and practitioners in the marketing fields yet it also provides various solutions that should be engaged in particular situations. It is a critical and resourceful platform that can be used by entrepreneurs, researchers, learners and practitioners as they gain insightful perspectives in the marketing field (Levinson & McLaughlin, 2013).

An effective marketing consultant is the one that places the organization’s products in the front line as compared to those of the competitors. Bringing the products to the potential consumers involves building a strategy that helps in pricing, packaging, distribution, and sale of goods. A good marketing consultant must have the ability to fulfill these responsibilities by offering the right marketing mix that will help the organization enjoy a competitive edge over its competitors. The marketing consultants must provide creative ideas and strategies that take into consideration all the elements of the product in question thus enabling increasing its accessibility and appealing to potential customers (Levinson & McLaughlin, 2013). At times, entrepreneurs can also use visuals and pictures to ensure that the intended information gets to the right people. Such information can provide insights on the best way to position the product line for maximum sale.

Also, marketing journals are a more advantageous source of consultancy information due to their ability to offer broad marketing insights to their clients. In particular, the publication offers original assessment papers, conference reports, book reviews and notes about specific viewpoints of online marketing. Its mission is to avail comprehensive and broad coverage of international subjects, issues, and trends that are related to marketing (Mullen & Daniels, 2009). Thus, it provides a proactive contribution to the phenomenon of marketing such that the readers gain knowledge and skills that can be used in the realistic circumstances. Nonetheless, it covers issues such as E-mail marketing, B2B marketing, conceptualization of online markets, legal issues related to marketing, and branding products via the internet.

A good marketing consultant must also bring plenty of skills, knowledge and real world experiences to the clients. Marketing consultants have to be very effective on this front since it provides real life experiences that help maintain the competitiveness of the organization. Entrepreneurs are known to provide information on the thoughts, actions and behaviors of consumer and thus making the clients understand consumer’s choices and preferences. Marketing journals are also said to provide insights regarding targeted demographics for the products in question. Essential information about choice of the best media outlet for reaching certain demographics can be sourced from marketing journal.  These publications are known to give essential demographic information such as human populations and the population breakdown regarding age, sex and income (Levinson & McLaughlin, 2013). This is critical information in the marketing process since clients will be able to make paramount decisions on what products fits the certain demographic setting. It helps determine demographic response to certain features and the necessary response to ensure the demographic setting gets the desired satisfaction.

The other reason marketing journals remain one of the best options for marketing consultancy is the fact that information from these journals is readily available. In the recent years, most of marketing research is happening online. Most of these publications are readily available from the internet thus increasing the accessibility of essential marketing information. Marketing journals have been moving along with the dynamic internet world. It is imperative noting that the marketing world is gradually changing as the internet accessibility and other technological advances increases.  On this note, the information from these journals provides a source that is less boring and readily available for the users (Mullen & Daniels, 2009). Availability of these journals online makes it easy for the users of marketing information to gather essential marketing information.  The clients can use the different online search tools to enable them to get the information required in the promotion and marketing of the new product line.  The journals have vast information on different marketing topics, and this gives the users of marketing information a variety of sources to choose their information.

Another reason marketing journals are considered as good source of marketing information is the fact that these journals are authored by people with great marketing experience. They are always reviewed and updated on time to ensure that the information from these sources is always valid and up to date. For instance, the American Marketing Association specializes in the publication of magazines, journals, articles and e-newsletters to educate practitioners and academicians. The publisher is considered a leader in the field as the readers are provided with aspects that can be used in the marketing field together with practical solutions that can be used to annihilate the challenges hat marketers face in the scope of their job (Levinson & McLaughlin, 2013). For instance, there is the publication of marketing news and the monthly magazine focuses on the issues that are experienced in the current markets alongside strategies, innovations, best practices and concepts that help the marketers to execute their duties.

Information from the marketing consultants is always a result of intensive research by the authors. This increases the validity and reliability of the information present in the marketing journals. The Journal of Research in Interactive Marketing provides critical viewpoint as it addresses the critical issues in the marketing perspectives. Ideally, the articles focus on the relationship with partners, multi-channel marketing, and management of marketing initiatives. Thus, the journal publishes innovative, interactive and progressive articles that may be influential to scholars, marketers and other practitioners in the field. In particular, the authors are encouraged to submit original articles that are interactive and reflect on critical thinking such that the readers have substantive information that can be used to solve situations in the current world. Thus, the topics that are often covered include identification of interactive marketing activities, misconceptions, and conceptions of the marketplace and professionalism in the sector.

Marketing information should not be very expensive and should be readily available. The cost of getting information should be relatively low as compared to the cost of launching the product. Marketing journals have been sensitive on matters of the cost effusiveness in managing the launching of the new product line (Levinson & McLaughlin, 2013). Information from these marketing journals provides insights on whether or not the idea of the new product is viable or not. The information is readily available online for free or only for a small amount that does not affect the profitability of the organization to a great extent.

Conclusion

Market research is an important aspect of the modern dynamic and competitive business world. As a result, the need for marketing consultants has also become increasingly important especially to marketers involved in rolling out a new product line.  The decision on the best choice of marketing consultant becomes equally important aspect. An effective consultant is the one with capabilities of placing products and services to potential consumers ahead of those from the competitors. Issues of flexibility, cost, trust and timeliness should be considered in choosing a marketing consultant (Levinson & McLaughlin, 2013). With increased internet accessibility and having considered the said factors, marketing journals have remained an effective source of marketing consultancy in the modern business world.

References

Levinson, J., & McLaughlin, M. (2013). Guerrilla marketing for consultants. Hoboken, N.J.: Wiley.

Mullen, J., & Daniels, D. (2009). Email marketing. Indianapolis, Ind.: Wiley Pub

 
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