...than the competition and to build a competitive edge. The importance of digital in the early stages of b2b purchasing is not to be underestimated. Research by BCG suggests that......
...your brand to success Far too many companies have product labels which they think are brands. However, a brand is something people ask for by name. A brand stands for......
...I think that the global nature of our company is relatively unique. There is only one other company that is truly global. Additionally, we are deeply integrated within the food......
...a company that was comfortable selling its products to everyone and anyone may begin to review its strategic options. Igor Ansoff had advice for such companies based on a simple......
...organisation itself – become “commoditised”. The essence of a commodity is that it is readily interchangeable with other similar commodities. Therefore the logical consequence of this process is that communicating......
...desirable, distinctive and defensible. A marketing strategy should look for opportunities to augment the product (or service) in order to further distinguish the company from the competition, to find new......
...If a company is entering a new market, where common sense and observation tells us the market is huge in size, there may be little point in spending lots of......
A well thought-out pricing strategy is crucial to optimizing both sales volume and profit. It is somewhat surprising therefore, that only one in ten of all business-to-business companies has a......
...an efficient means of selling car parts to garages, tools to industry or components to electronic companies. They are inappropriate for selling complex industrial plant, computers or castings. If distributors......
