Marketing
Marketing
The fixation of capturing new buyers has probably been fueled by the marketer’s desire to increase revenues and profits. But, as a company pursues this goal, present customers are often overlooked. Their continued...
This book lays down 14 strategies for competitive advantage - 6 attacks and 8 defenses, the success of which depends on mastering the rules of timing (when to perform each type of strategy); method (how to implement it...
In Mobile Marketing, Kaan Varnali, Aysegul Toker, and Cengiz Yilmaz explore the latest advances in mobile technology and how the burgeoning use of mobile handsets makes the medium an optimal platform...
According to Joeri Van den Bergh and Mattias Behrer, the authors of How Cool Brands Stay Hot, there are more than 70 million Gen Yers in the U.S. alone, accounting for more than $200 billion in...
In The Conversation Company, Steven Van Belleghem contends that customers want to experience excellence in service and products, and they will only believe marketing messages if an entire company...
It seems that the harder marketers sell, the less likely buyers are willing to listen. And the more marketers try to infiltrate the world of consumers, the more skeptical buyers become, ultimately questioning the...
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...
Revolution is spreading across the economy. In every industry, buyers have increasingly become more demanding and less loyal. They are refusing to pay prices inflated by layers of middlemen, whom they do not perceive...
In today’s fast-moving economy, successful companies often have to change course in order to keep up with the shifting demands of the market – essentially, they have to “reposition” themselves in the mind of the...
The word obvious can be used to describe all of the most powerful and successful marketing strategies. Obvious solutions are often hidden in plain sight, and sometimes even ignored in favor of something more clever or...
