Brand Magnetism
When your product is based on technology, the old rules of marketing no longer apply. It takes a new strategy-and a more proactive CIO-to turn a brand into a market force.
Content: Article | Authors: John Volkmann, Ron Ricci | Source: Optimize Magazine | Subject: Marketing / Sales
The Six Forces of Marketing Momentum
If you want your product to be more than a one-hit wonder, customers need to know that it has staying power. Here are six ways to help you convince them, according to Rob Ricci and John Volkmann in this excerpt from their book, Momentum: How Companies Become Unstoppable Market Forces.
Content: Article | Authors: John Volkmann, Ron Ricci | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales