Marketing
Marketing
Brands must build a new relationship with their customers and the culture they participate in. The old rule was: Create safe, ordinary...
For years, companies have been led down technology's garden path toward an elusive promise of phenomenal revenue growth. To date, however, that promise has remained, for the most part, unfulfilled. Sales and marketing...
Although many experts believe that the advent of the frictionless, boundaryless economy has caused the demise of the direct sales professional, Shonka and Kosch think this view is an exaggeration. Yes, sales channels...
If you've always hated marketing and selling your products and services, then you're in for a big surprise. In this book, Michael Port, author,...
In Bottom-Line Selling, sales consultant Jack Malcolm stresses that just knowing a customer’s needs is not enough for today’s sales professionals. Instead, they must understand their customers, their...
In Brains on Fire, Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones relate how their marketing agency has de-emphasized the use of campaigns and instead fosters the growth of word-of-mouth...
In Brand Advocates, Rob Fuggetta explains that companies have a powerful yet underutilized marketing weapon that is ten times more effective than other marketing methods: the advocacy of their most...
In the fast paced world of 21st century economics, even change has changed. The only way to keep afloat these days is to truly abide by the old...
Although the classic brand management system, initiated by Procter & Gamble, has worked well for many decades, it is often not so effective in dealing with today’s emerging market complexities, competitive...
Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy,...
