Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don’t become your greatest enemies.
Content: Article | Authors: Allen G. Baum, Bradley T. Wolfsen, Horacio D. Rozanski | Source: strategy+business | Subject: Marketing / Sales
Internet marketing has been a shot in the demographic darkness. Effective e-tailing must target not just users, but usage – a methodology called “occasionalization.”
Content: Article | Authors: Gerry Bollman, Horacio D. Rozanski, Martin Lipman | Source: strategy+business | Subjects: IT / Technology / E-Business, Marketing / Sales