Advertising Management

Advertising Management

For a brand to be successful in the long run, it is imperative that planners of marketing and promotional campaigns take into account the evolving marketing environment and the changing preferences of the consumer in the target market (Mooij, 2010). Therefore, constant innovation is an essential prerequisite to the long-term success of a brand and marketers need to forecast future trends in order to stay ahead in the race for dominance in a highly competitive global market environment.

Over the years, BlackBerry has managed to overcome numerous challenges and intense competition in global markets by not only churning out novel ...