Articles

Pricing Strategy: Name Your Price

A well thought-out pricing strategy is crucial to optimizing both sales volume and profit. This article, part of our series on developing a marketing strategy, aims to explore how you can develop an effective pricing strategy that optimizes both sale ...

Articles

Product Development: What You Want, Baby I Got It

You are not selling a single, tangible product in isolation. This article, part of our series on developing a marketing strategy, aims to explore the importance of developing an augmented product or service and why it's crucial to increasing revenue. ...

Articles

Segmentation: Are You My Type?

No company has the resources to successfully satisfy every potential target market. This article, part of our series on developing a marketing strategy, aims to explore how you can build an effective customer segmentation. ...

Articles

Stakeholder Engagement: All Together Now

All stakeholders must pull in the same direction if you are to achieve the company's goals. This article, part of our series on developing a marketing strategy, aims to explore the importance of stakeholder engagement and its influence on a strategy' ...

Articles

Marketing Strategy: What Makes You Special?

What makes you different to everyone else? This article, part of our series on developing a marketing strategy, aims to explore how you can build a customer value proposition and take advantage of your USP. ...

Articles

Marketing Strategy: Is Your Vision in Focus?

Every business needs focus, and this must be fixed on an area of strength. This article, part of our series on developing a marketing strategy, aims to explore why your strategy should focus on just one of these three positions. ...

Articles

The Importance of the Value Equivalence Line

Understanding the position of brands on the Value Equivalence Line (VEL) is important as it leads to strategic decisions on both pricing and product development. This article looks at how a brand can determine its position in relation to the VEL and ...

Articles

Laddering Technique: A method to discover what people value

A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at. ...

Written by Thomas Grubert
Articles

B2B Marketing Survey

In the summer of 2014, 226 business-to-business marketers took part in a survey commissioned by B2B International across North America and Europe. This articles provides a brief synopsis of the most important findings from the research. ...

Articles

Improving Research Quality Through Respondent Selection

Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as impo ...