China Market Entry Strategy: How To Enter The Chinese Market

The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Understanding how to enter such a large and complex market has therefore become critical. ...

Written by Mark Hedley

Differentiation – Are Product, Brand and Service Still Enough?

Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one protected by a patent, competitors can often match any incremental change in an ever-shortening time-scale. ...

Written by Daniel Park

Measuring Brand Value – How Much Are Brands Worth?

It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the ...

Written by Paul Hague

Market Sizing: 3 Ways to Arrive at a Market Size Formula

Two key questions unlock the door for the strategic plans which marketing directors have to prepare on any product or division within their company. Where are we going (with the product/division)? How are we going to get there? Knowledge of market si ...

It’s The Quality That Counts

How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral. ...

Focus Groups

Focus groups have been refined over many years by consumer researchers, who in turn borrowed the tool from the social sciences. They comprise a small number of carefully selected people who, under the guidance of a leader, discuss a subject. ...

Top Tips For Business Growth

The capacity to focus on what matters is fundamental to securing business growth. It is worth pointing out that understanding where not to focus your attention can be just as critical as recognizing the areas with the highest return. The following ar ...

Managing Distributors in B2B Marketing

There is no doubt that there are many unhappy marriages between manufacturers and their distributors and that the commonest causes of friction are misunderstandings as to when and where this channel should be used and how to get the best out of it. ...

The Questionnaire In Postal Research

A successful postal survey is one which achieves an accurate and high response. The design of the postal questionnaire is the key to that achievement and this article looks at some ways of maximising the response of postal research - and its practica ...