Reflection of Speaker Series Writing Assignment

Reflection of Speaker Series
Name of Student
Institution Affiliation
Reflection of Speaker Series
Luan-O’Brien discusses her expertise in local marketing as an industry expert. Local marketing depends on a sales subsidiary or marketing department on the local branch to conduct market analysis, provide information regarding competitors, evaluate demand and manage the local marketing mix (Johansson, 2009: p. 152).
As posited by the speaker, local marketing helps business to grow reaching a global scale while at the same time staying in touch with the local neighborhood customer. Companies employ various tactics in local marketing to establish and create concrete and long-lasting relationships with their client. Areas of focus include; establishing annual relationships by encouraging clients to renew contracts, winning back previous customers, up selling and cross-selling to provide more information about services provided and client acquisition.
Luan-O’Brien gives a lengthy discussion about client acquisition as a driver of growth in local marketing. Effectiveness of local marketing is largely dependent on the abi...