The past decade has seen a shift in recognition of the importance of seeking feedback and understanding the views of those who support a business or who have a vested interest in it. ...
The sizeable sums involved in acquisitions, and the dire implications they have on a company's future, demand that these decisions are in the hands of the senior team running the organisation. But, what is the role of research in acquisition studies? ...
What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. ...
This paper considers the subject of forecasting and scenario planning, one of the biggest challenges faced by marketers in this fast changing world. ...
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. ...
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. ...
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 ...
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 ...
Segmenting your market is crucial for business success. Here, we outline 10 key steps you can use to carry out a market segmentation for your business. ...
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. ...