BRANDING

BRANDING    The creation of a powerful and well-respected brand is the key to increasing market share and company value. Brands ar...

PRECISION MARKETING

PRECISION MARKETING    Decide who your ideal customers are—then decide where they go, what they do, and what they want. Use this inf...

MANAGING BY WANDERING ABOUT (MBWA)

MANAGING BY WANDERING ABOUT (MBWA)  It sounds immensely trivial, but participating with employees and observing their day-to-day activ...

DEVELOPING EMPLOYEE ENGAGEMENT

DEVELOPING EMPLOYEE ENGAGEMENT  Employee engagement is widely seen as being vital to improving business performance, effectiveness, an...

AVOIDING COMMODITIZATION

AVOIDING COMMODITIZATION   When a product becomes easily interchangeable with other products of the same type, it is said to become a ...

BUILT-IN OBSOLESCENCE

BUILT-IN OBSOLESCENCE   Before you release a product, create a plan for when and how it will become obsolete. This allows you to contr...

EMPLOYEE VALUE PROPOSITION

EMPLOYEE VALUE PROPOSITION     The struggle to attract bright, talented workers is increasingly challenging. Firms must devise a com...

BUSINESS-TO-BUSINESS MARKETING

BUSINESS-TO-BUSINESS MARKETING    An organization marketing products or services to other businesses (to use either in the product...

KOTTER’S EIGHT PHASES OF CHANGE

KOTTER’S EIGHT PHASES OF CHANGE   An organization undergoing signifi cant changes should pay attention to eight key steps to avoid the...

CROSS-SELLING AND UP-SELLING

CROSS-SELLING AND UP-SELLING   Cross-selling means selling additional products to a customer who has already purchased (or signaled th...

CONVERGENCE

CONVERGENCE In certain instances, the entry requirements for different markets become very similar, enabling fi rms to participate eas...

BUSINESS PROCESS REDESIGN

BUSINESS PROCESS REDESIGN   Rethinking and overhauling your business processes can lead to increases in revenue, reliability, cost effic...

BALANCING CORE AND THE CONTEXT

BALANCING CORE AND THE CONTEXT  Core activities are the unique skills that differentiate an organization from its competitors and pers...

DIVERSITY

DIVERSITY    To remain competitive in an increasingly global society, you need to have a diverse range of employees working at all level...

MANAGING A TURNAROUND

MANAGING A TURNAROUND   Undergoing a corporate transformation is fraught with danger, but guidelines can be used to make sure that it go...

INSTANT RECOGNIZABILITY

INSTANT RECOGNIZABILITY  Creating a distinctively packaged product will secure it a lasting place in the memory of customers, convey a...

BEING HONEST WITH CUSTOMERS

BEING HONEST WITH CUSTOMERS   Focusing exclusively on the threat from competing businesses can leave clients feeling alienated and negle...

LIFESTYLE BRANDS

LIFESTYLE BRANDS   By making your brand synonymous with the hobbies and aspirations of a particular cultural movement, you can massive...

INNOVATIONS IN DAY-TODAY CONVENIENCE

INNOVATIONS IN DAY-TODAY CONVENIENCE Everyday life provides people with a large number of small challenges. By considering potential s...

FEEL-GOOD ADVERTISING

FEEL-GOOD ADVERTISING Rather than simply presenting customers with a manifesto of reasons to purchase your product, try to entertain, ...

COMPLEMENTARY PARTNERING

COMPLEMENTARY PARTNERING If your product can be partnered with another, the popularity of the other product may directly affect your s...

INTELLIGENT NEGOTIATING

INTELLIGENT NEGOTIATING  By learning where the pitfalls lie in negotiations, it is possible to sidestep them and ensure satisfying res...

TURNING THE SUPPLY CHAIN INTO A REVENUE CHAIN

TURNING THE SUPPLY CHAIN INTO A REVENUE CHAIN Agreeing to share sales revenue with suppliers allows companies to purchase goods for a ...

VENDOR LOCK-IN

VENDOR LOCK-IN  Developing products that are only compatible with other products in your range shuts out competitors and ensures repea...

REDEFINE YOUR AUDIENCE

REDEFINE YOUR AUDIENCE  Finding new audiences for your product can allow you to broaden your sales potential and escape crowded markets....

FLEXIBLE WORKING

FLEXIBLE WORKING  Allowing employees to be flexible about exactly where and when they work can lead to significant improvements in perfo...

INFORMATION DASHBOARDS AND MONITORING PERFORMANCE

INFORMATION DASHBOARDS AND MONITORING PERFORMANCE   One of the biggest challenges in business is to avoid information overload, focusi...

EXPERIENTIAL MARKETING

EXPERIENTIAL MARKETING Holding gatherings to celebrate and promote your product can be a lively, effective way to get customers involv...

KEEPING YOUR PRODUCT OFFERING CURRENT

KEEPING YOUR PRODUCT OFFERING CURRENT Maintaining awareness of the latest market news, consumer concerns, and cutting-edge technologie...