Royal icing, marzipan (or a less sweet version, known as almond paste), fondant icing (also known as sugarpaste), and buttercream are used as covering icings and to create decorations. Floral sugarcraft or wired sugar flowers are an important part of cake decoration. Cakes for special occasions, such as wedding cakes, are traditionally rich fruit cakes or occasionally Madeira cakes, that are covered with marzipan and iced using royal icing or sugar-paste. They are finished with piped borders (made with royal icing) and adorned with a piped message, wired sugar flowers, hand-formed fondant flowers, marzipan fruit, piped flowers, or crystallized fruits or flowers such as grapes or violets.

Roses say romance, and that’s exactly what McCarthy and Wahlberg wanted the cake served at their August 31 wedding celebration near Chicago to convey. Covered with 12 dozen cascading red roses that started at the top and wound their way around, the six-tiered, white buttercream cake was a collaborative effort by the couple and baker Alain Roby of All Chocolate Kitchen. The cake was made with alternating layers of red velvet, vanilla custard creme brûlée and Roby’s famous devil’s food cake (a special request from the couple). And those amazing roses? They were made of sugar and edible!
It may be hard to believe that this stunning layer cake could taste as delightful as it looks, but trust us on this one… it’s well worth cutting into. We create an all-natural “fun-fetti” look for this Confetti Flower Cake with edible flower petals flecked throughout the moist and delicate vanilla layers. Covered in a light, fluffy strawberry frosting (and a few more garnishing edible flowers for good measure), this wow-worthy confetti cake is the perfect centerpiece for your next special occasion—be it a birthday party or a wedding shower.
The Common Language in Marketing website is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This open-source, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community. 
Marketing has become too important to be left just to the marketers in a company. We say this not to disparage marketers but to underscore how holistic marketing now is. To deliver a seamless experience, one informed by data and imbued with brand purpose, all employees in the company, from store clerks and phone center reps to IT specialists and the marketing team itself, must share a common vision.
A fancy-schmancy tower of tiers wouldn’t have matched the country-cool vibe at the July 2 Montana wedding of the Full House star and his photographer girlfriend. Instead, their 100 guests, including his former costars John Stamos, Bob Saget and Candace Cameron Bure, were treated to a more casual cake that was “naked” (no frosting) and homemade (courtesy of the bride’s best friend’s mother). The chocolate layers were filled with salted caramel and the vanilla layers with raspberry sauce. Guests loved it so much, says the bride, “there wasn’t much left!”
^ Hunt, Shelby D. and Goolsby, Jerry, "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective," in Historical Perspectives in Marketing: Essays in Honour of Stanley Hollander, Terence Nevett and Ronald Fullerton (eds), Lexington, MA, Lexington Books, pp 35-37, sdh.ba.ttu.edu/Rise%20and%20Fall%20(88).pdf; Wilkie, W. L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development," Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, p. 123; Constantinides, E., "The Marketing Mix Revisited: Towards the 21st Century Marketing," Journal of Marketing Management, Vol. 22, 2006, pp 407-438,
Gigi’s Classic Gourmet Cake Selection is a delicious expansion of our world-famous cupcake flavors! These 8-inch cakes are baked fresh daily and always with the highest quality ingredients.  They include flavors that put Gigi’s on the map, including Scarlett’s Red Velvet, Strawberry Shortcake, Double Stuff Oreo and more! Gigi’s cakes are perfect for larger or more formal gatherings and make great gifts for anyone!  Contact Us and let one of our customer relationship experts help you choose the perfect cake for your party!
I like Seth a lot but sometimes his ideas are not a reflection of the real world. There are some products that benefit from telling a brand story but 99% of products don’t need a story. When I buy a frozen pizza or cereal I don’t need a brand story, just give me a good product at a fair price. If marketers should want to change the world why do some brands who have violated consumer trust still grow and make money? Yes, some products solve my problems but most just meet my basic need as a consumer.
As of 2015, approximately 70 percent of U.S. adults shop online at least monthly, and 33 percent shop online every week. Experts expect online sales in the United States to increase from $445 billion in 2017 to over $600 billion in 2020 and over $1 trillion by 2027. Taking these statistics into consideration, it is vital for marketers to use online tools such as social media and digital advertising, both on website and mobile device applications, and internet forums. Considering an appropriate distribution channel for products purchased online is also an important step. Online marketing is a critical element of a complete marketing strategy.
Our research has identified five drivers of organizational effectiveness. The leaders of high-performing companies connect marketing to the business strategy and to the rest of the organization; inspire their organizations by engaging all levels with the brand purpose; focus their people on a few key priorities; organize agile, cross-functional teams; and build the internal capabilities needed for success.
At first, I wondered why marketing was a necessary component during product development, or a sales pitch, or retail distribution. But it makes sense when you think about it -- marketers have the firmest finger on the pulse of your consumer persona. They research and analyze your consumers all the time, conducting focus groups, sending out surveys, studying online shopping habits, and asking one underlying question: “Where, when, and how does our consumer want to communicate with our business?”

Gigi’s Classic Gourmet Cake Selection is a delicious expansion of our world-famous cupcake flavors! These 8-inch cakes are baked fresh daily and always with the highest quality ingredients.  They include flavors that put Gigi’s on the map, including Scarlett’s Red Velvet, Strawberry Shortcake, Double Stuff Oreo and more! Gigi’s cakes are perfect for larger or more formal gatherings and make great gifts for anyone!  Contact Us and let one of our customer relationship experts help you choose the perfect cake for your party!
The magical marriage of pudding or custard and cake in one recipe results in a cake more moist and flavorful than any standard chocolate or vanilla cake, angel food cake, or even pound cake. These cakes don’t need piles of sugary icing because they already have dynamic flavor. Each bite is a combination of warm cake and rich filling; creating an irresistible texture. If you want a decadent dessert with a simple recipe, a custard or pudding cake is sure to satisfy.   
^ Banting, P.M. & Ross, R.E., "The marketing mix: A Canadian perspective," Journal of the Academy of Marketing Science, vol. 1, no. 1, 1973, doi:10.1007/BF02729310; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited," Journal of Marketing, Vol. 56, No. 4, 1992, p. 84; see also Culliton's original article in Culliton, J. The Management of Marketing Costs, Research Bulletin, Harvard University, 1948
Marketing research is a systematic process of analyzing data which involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and to attain information from suppliers.

Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”

Whether you’re a hardcore Mountain Dew fan or just happen to have part of a leftover 2-liter that needs to be used up, these soda-inspired cupcakes are a fun and easy treat to whip up with a box caked mix.  Get the Recipe: Mountain Dew Cupcakes How to Make Cola and Coffee Beef Ribs How to Make White Cake with Raspberry Curd Filling How to Make DuckTales Cakes

As of 2015, approximately 70 percent of U.S. adults shop online at least monthly, and 33 percent shop online every week. Experts expect online sales in the United States to increase from $445 billion in 2017 to over $600 billion in 2020 and over $1 trillion by 2027. Taking these statistics into consideration, it is vital for marketers to use online tools such as social media and digital advertising, both on website and mobile device applications, and internet forums. Considering an appropriate distribution channel for products purchased online is also an important step. Online marketing is a critical element of a complete marketing strategy.
Growing a business isn't easy. First, you need a viable idea. From there, you need to discover a profitable niche, define a target demographic and have something of value to sell them. Whether you're peddling products, services or information, getting the word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, churning a profit and staying afloat is virtually impossible.
During the 1940s, the discipline of marketing was in transition. Interest in the functional school of thought, which was primarily concerned with mapping the functions of marketing was waning while the managerial school of thought, which focussed on the problems and challenges confronting marketers was gaining ground.[34] The concept of marketers as "mixers of ingredients," was first introduced by James Culliton, a Professor at Harvard Business School.[35] At this time theorists began to develop checklists of the elements that made up the marketing mix, however, there was little agreement as to what should be included in the list. Many scholars and practitioners relied on lengthy classifications of factors that needed to be considered to understand consumer responses.[36] Neil Borden developed a complicated model in the late 1940s, based upon at least twelve different factors.[37]
We believe the world would be a better place if marketers had the tools to better connect with people. The leading brands of the world, and the marketing professionals who lead them, turn to us for right-time decisions that allow them to optimize their message and marketing mix to increase campaign performance, sales and engagement. Our cutting-edge software, powered by more than 100 Trillion data points, delivers PersonCentricTM insights that reduce inefficiency and improve the overall consumer experience.
Retail marketing needs to account for the unique facets of retail stores. A number of authors have argued for the inclusion of two new Ps, namely, Personnel and Presentation since these contribute to the customer's unique retail experience and are the principal basis for retail differentiation. Some scholars also recommend adding Retail Format (i.e. retail formula) since it contributes to customer expectations.[52] The modified retail marketing mix is often called the 6 Ps of retailing.[53][54]
Some varieties of cake are widely available in the form of cake mixes, wherein some of the ingredients (usually flour, sugar, flavoring, baking powder, and sometimes some form of fat) are premixed, and the cook needs add only a few extra ingredients, usually eggs, water, and sometimes vegetable oil or butter. While the diversity of represented styles is limited, cake mixes do provide an easy and readily available homemade option for cooks who are not accomplished bakers.
Create this stellar constellation-inspired Zodiac Cake using boxed cake mix, and just a little craftiness. The colorful astrological layer cake is fun to assemble and decorate, and would make for an awesome birthday centerpiece.  Get the Recipe: Zodiac Cake How to Make a Unicorn Cake How to Make a La La Land Cake WTF Do King Cakes Have Babies Inside?
We divided the survey respondents into two groups, overperformers and underperformers, on the basis of their companies’ three-year revenue growth relative to their competitors’. We then compared those two groups’ strategies, structures, and capabilities. Some of what we found should come as no surprise: Companies that are sophisticated in their use of data grow faster, for instance. Nevertheless, the research shed new light on the constellation of brand attributes required for superior marketing performance and on the nature of the organizations that achieve it. It’s clear that “marketing” is no longer a discrete entity (and woe to the company whose marketing is still siloed) but now extends throughout the firm, tapping virtually every function. And while the titles, roles, and responsibilities of marketing leaders vary widely among companies and industries, the challenges they face—and what they must do to succeed—are deeply similar.
Though Scruggs’s style for her December 12 wedding to the E! News co-host leaned toward traditional, she wanted a contemporary cake – not a problem for Fancy Cakes by Lauren, a Dallas bakery. After studying the bride’s Pinterest boards, baker/owner Lauren Kitchens dreamed up a glamorous six-tier confection that was “light and ethereal,” she said. The buttercream-covered layers (amaretto with toffee filling and vanilla with salted caramel mousse) were decorated with hand-made deep pink sugar flowers, lace appliqués made from fondant and paper thin ombré chocolate ruffles.
High performers, the study showed, excelled in three areas: integrating data about what customers are doing with an understanding of why they are doing it; communicating a brand purpose (the functional, emotional, and societal benefits of the offering); and delivering a “total experience” to customers. To provide this kind of experience, high performers break down silos and enlist the help of the entire organization. That means they must link marketing strategy tightly to business strategy and to other functions; inspire employees across the company with the brand’s purpose; focus and align around a few key priorities; set up nimble, cross-functional teams; and build internal capabilities through extensive training at all levels.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
^ Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Vol. 50, 2000, pp 273–285. Note that the most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., The Effect of Marketing Orientation on Business Profitability," Journal of Marketing, Vo. 54, 1990, pp 20–35
^ Blackwell Reference, http://www.blackwellreference.com/public/tocnode?id=g9780631233176_chunk_g978140510254422_ss1-48; Kotler, P., "What consumerism means for marketers", Harvard Business Review, vol. 50, no. 3, 1972, pp 48-57; Wilkie, W.L. and Moore, E.S., "Macromarketing as a Pillar of Marketing Thought," Journal of Macromarketing, Vol. 26 No. 2, December 2006, pp 224-232 DOI: 10.1177/0276146706291067; Wilkie, W. L. and Moore, E.S., "Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development," Journal of Public Policy and Marketing, Vol. 22, No. 2, 2003, pp 116–146
That trusted 13- x 9-inch pan is good for more than just brownies and casseroles. Break it in with these easy sheet cake recipes that are perfect for a special occasion. Skip the hassle of a layer cake, and opt for a simple icing or glaze to top off your cake. From red velvet to strawberry to coconut, there's no shortage of options for your next sheet cake.
Former McDonald’s CMO Larry Light understood that principle when he became the chief brand officer of the InterContinental Hotels Group, where the marketing team was intent on reorganizing its operation. Light quickly focused the team on defining marketing’s purpose, its goals, and a process for achieving them. Once those had been clarified, a rational reorganization could occur.
The first stage is called the "ideation stage," where the idea for the product or service is conceived. Before products go to the market, companies must decide what styles, sizes, flavors, and scents they should sell and the packaging designs they should use. Then, marketing departments usually test new product concepts with focus groups and surveys to ascertain interest levels among potential buyers and refine certain elements.
Other recent studies on the "power of social influence" include an "artificial music market in which some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).
Special cake flour with a high starch-to-gluten ratio is made from fine-textured, soft, low-protein wheat. It is strongly bleached, and compared to all-purpose flour, cake flour tends to result in cakes with a lighter, less dense texture.[16] Therefore, it is frequently specified or preferred in cakes meant to be soft, light, and/or bright white, such as angel food cake. However, if cake flour is called for, a substitute can be made by replacing a small percentage of all-purpose flour with cornstarch or removing two tablespoons from each cup of all-purpose flour.[17][18][19] Some recipes explicitly specify or permit all-purpose flour, notably where a firmer or denser cake texture is desired.
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The country couple tied the knot in Cabo San Lucas, Mexico on Dec. 2 and their cake was just as dreamy as the wedding location. The lovebirds served a four-tier confection from Cabo Cakery with vanilla, red velvet and carrot flavors. And the morning after the festivities, the “Legends” singer shared with Twitter that she was still eating it! “Woke up to the hottest human I’ve ever seen wearing a ring and ate leftover wedding cake for breakfast hello marriage,”she wrote. 
Marketing organizations traditionally have been populated by generalists, but particularly with the rise of social and digital marketing, a profusion of new specialist roles—such as digital privacy analysts and native-content editors—are emerging. We have found it useful to categorize marketing roles not by title (as the variety seems infinite) but as belonging to one of three broad types: “think” marketers, who apply analytic capabilities to tasks like data mining, media-mix modeling, and ROI optimization; “do” marketers, who develop content and design and lead production; and “feel” marketers, who focus on consumer interaction and engagement in roles from customer service to social media and online communities.
Poke cake meets pound cake in this must-make spring dessert. A perfectly moist, dense vanilla pound cake (with a delightful hint of almond) is filled with a fresh strawberry filling—adding to the cake's tender crumb and providing the perfect fruity sweet-tart flavor balance. Finish the whole thing off with an eye-catching fresh strawberry glaze, and you have a supremely awesome cake on your hands. Be warned, if you share this pound cake with friends, you'll need to be ready to share the recipe as well. 
A broad array of skills and organizational tiers and functions are represented within each category. CMOs and other marketing executives such as chief experience officers and global brand managers increasingly operate as the orchestrators, assembling cross-functional teams from these three classes of talent to tackle initiatives. Orchestrators brief the teams, ensure that they have the capabilities and resources they need, and oversee performance tracking. To populate a team, the orchestrator and team leader draw from marketing and other functions as well as from outside agencies and consulting firms, balancing the mix of think, do, and feel capabilities in accordance with the team’s mission. (See the interactive exhibit “The Orchestrator Model.”)
Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach". An inside-out approach is the traditional planning approach where the organisation identifies its desired goals and objectives which are often based around what has always been done. Marketing's task then becomes one of "selling" the organisation's products and messages to the "outside" or external stakeholders.[45] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.[46]
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