Marketing Strategy

A Marketing Strategy Built On Knowledge

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. ...

Written by Paul Hague
Marketing Strategy

B2B Marketing Survey

In the summer of 2014, 226 business-to-business marketers took part in a survey commissioned by B2B International across North America and Europe. This articles provides a brief synopsis of the most important findings from the research. ...

Marketing Strategy

Zero Moment Of Truth (ZMOT) – The Significance For B2B Marketers

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? ...

Written by Paul Hague
Market Intelligence

Rehearsing The Future – Making Better Strategic Decisions

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. ...

Written by David Seaman and Liz Barnham
Marketing Strategy

The Growing Business Handbook (13th Edition) [eBook]

The Growing Business Handbook is a practical source of advice and reference for companies with dynamic growth potential. Aimed at senior managers in growing companies, this new edition highlights the latest ideas, techniques and solutions for maximiz ...

Written by Various
Marketing Strategy

Effective Marketing Strategies for a Recession [eBook]

Julia Cupman discusses the ways in which many organisations – especially larger business-to-business companies – adapt their marketing strategies in the face of recessionary pressures, and determines which marketing strategies can be considered t ...

Written by Julia Cupman
How To Do Market Research

Measuring & Maximising The Return On Investment Of Market Research

With very few exceptions, market research projects should contribute to decision-making or solving business problems. The output of research may be interesting, but it should always go beyond providing insights and assist management in making more i ...

Written by Julia Cupman
Branding

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