Marketing
Marketing
Marketing is in crisis mode, for the model for marketing, as it stands today, is obsolete. Customers have developed a resistance to marketing that is only going to grow. The crisis spawned by consumer resistance...
Thoroughly understanding the customer is essential to every successful business. This requires knowing the age, characteristics, wants, and needs of those who buy a particular good or service. But, as Kenneth Gronbach...
Too few professional retail sales associates receive formal training. Most acquire their skills on the job and through occasional company training courses. Yet, there is an art and science to successfully selling in...
After years of success, McDonald’s suffered a slow decline, falling out of favor with consumers. This can largely be attributed to the fact the brand did not focus on enduring profitable growth. McDonald’s created a...
More than products or human capital, supply chains or customer service, a strong brand is the single most valuable asset a company can own. But upon close examination, many of the world’s biggest brands are squandering...
Marketing opportunities have exploded in the last decade, increasing customer touch-points far beyond the traditional print, television, radio, and out-of-home categories. At the same time, audience groups have become...
Understanding brand identity is crucial for every business; yet, few actually have a well-defined brand identity that inspires legions of loyal followers. Companies that are the most successful, that consistently...
In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company...
With sweeping changes taking place in the culture and in the way we do business, companies have had to alter the way they conduct marketing and even the fundamental way they think about it. Marketing has taken on a...
Successful products not only depend on a good idea; they also require cost-effective manufacturing, customers who are willing to buy, and strong marketing and distribution programs. The steps leading from product...
