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' ...
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. ...
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. ...
A marketing strategy must be built on firm foundations of knowledge. In this white paper we present a checklist of questions (or an audit) that will help develop an effective marketing strategy. ...
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 ...
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. ...
Accounting for cultural bias in B2B research ...
The Doing Business in China Guide is a handy reference tool for all businesses interested in China, providing you with everything you need to know about doing business in China. The guide covers topics such as the economy, business culture, potential ...
A brand has grown to mean much more than a logo. Branding sits at the core of a company’s philosophy because a company’s brand is what that company is. ...
Who should you target and which needs should you focus on? Here are 2 crucial frameworks to help you understand every B2B decision making unit. ...