In life, strengths can also be weaknesses. This is certainly the case in business-to-business companies where there is often tension between the sales and marketing teams. In b2b companies, the sales teams are usually top dogs. Business-to-business c ...
Testing the effectiveness of advertising using market research is a process that has been refined over the years. However, testing the effectiveness of sponsorship is more difficult since it may be a simple matter of a brand name emblazoned on a shir ...
A major change has taken place in the decision making process. In this new process, at an early stage, something takes place which is what Google calls the Zero Moment Of Truth – ZMOT. What is this and why is it so significant for B2B marketers? ...
Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs s ...
The ultimate proof of a successful marketing strategy is a high market share: the higher, the better. This should not be at the expense of profits; any fool can give their products away—but more on this later. Once attained, market dominance brings ...
What is this word “gamification”? It wasn’t in dictionaries ten years ago, so is it just another marketing fad? Gamification may be new but games are not. We have been programmed to play and enjoy games since we were children. A game is a form ...
Companies that sell raw materials or simple components face a marketing problem - how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more profes ...
Focus groups are essentially group discussions which rely heavily on the interaction between group members and the relationship between the researcher and the respondents. Focus groups have been a dominant form of qualitative data collection in marke ...
Before developing a strategy, organisations need to analyse and understand their environment, both as it is now and as it will be. The major focus of strategic decision-making is how best to ensure a fit between the organisation and its environment. ...
The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. The aim of this paper is to explore the reasons behind both successful ...
