2423 Posts Found

The first task is to map benefits versus price—as the customer sees them. Bear in mind that equal value doesn’t mean equal market share. The key decision: do you stay on the line of value equivalence, or get off?

Content: Article | Authors: Michael V. Marn, Ralf Leszinski | Source: McKinsey Quarterly | Subject: Pricing

Jonah Berger wants to be the next Malcolm Gladwell. Welcome to the making of a guru.

Content: Thought Leader | Authors: Danielle Sacks, Jonah Berger | Source: Fast Company | Subject: Marketing / Sales

What is it about a piece of content—an article, a picture, a video—that takes it from simply interesting to interesting and shareable? What pushes someone not only to read a story but to pass it on? Jonah Berger has been studying these questions.

Content: Article | Author: Maria Konnikova | Source: The New Yorker | Subjects: Customer Related, Marketing / Sales

Advertising through numerous website affiliates potentially helps marketers get more bang for their buck. But the far-flung systems can also lead to fraud, says Ben Edelman. What’s the best way to manage your advertising network?

Content: Article | Author: Kim Girard | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales

Most companies are prolific producers of new products. This can be a good strategy for raising share and accessing new markets, but it can backfire if companies cannot determine which items actually make money. A product complexity management framework can help you determine what to make, what to jettison and how to increase product profitability.

Content: Article | Authors: Antal Kamps, Gustaf Sahlén, Johan Sjöström Bayer, Mikael Hilding, Robin Sparrefors | Source: Outlook Journal (Accenture) | Subjects: Marketing / Sales, Operations

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Prices tend to be seen as markers for individual transactions. In fact, the total realized price for many products and services takes into account the full set of related transactions that occur before, during and after the sale. It represents a window of opportunity that opens earlier, and stays open longer, than companies often realize.

Content: Article | Authors: John Hanson, Paul F. Nunes | Source: Outlook Journal (Accenture) | Subject: Pricing

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While R&D is the origin of much innovation and technical differentiation in product-driven organizations, how a product is launched often determines whether it succeeds or fails.

Content: Article | Authors: Dieter Gerdemann, Jordan Shapiro, Reuben Chaudhury | Source: Kearney | Subjects: Management, Marketing / Sales

A customer’s path to purchase used to be linear. Now the journey is dynamic, accessible and continuous. Marketing executives need a new model that can help them become and remain relevant to their customers in this uncharted environment.

Content: Article | Authors: Olivier Schunck, Paul F. Nunes, Robert E. Wollan | Source: Outlook Journal (Accenture) | Subjects: Customer Related, Marketing / Sales

Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers.

Content: Article | Authors: Jean-Frederic Kuentz, Jeongmin Seong, Yuval Atsmon | Source: McKinsey Quarterly | Subjects: International, Marketing / Sales

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Is building better solutions a key part of your company’s plans to grow revenue? For a number of years, we have conducted extensive research within B2B companies to initially understand the nature of this solutions phenomena, and then to explore the variables necessary to distinguish between successful and unsuccessful solutions players. One result of this work has been the development of a Solutions Road Map, … [ Read more ]

Content: Article | Authors: Julie Schwartz, Philip A. Dover | Source: Babson Insight | Subject: Marketing / Sales

Companies can’t afford to lose hard-won customers, but in truth some are more important to keep than others. Recent research by Sunil Gupta and Aurélie Lemmens explains how to find them.

Content: Article | Author: Sunil Gupta | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales

Many consumer-products companies have complex marketing organizations that hinder strategic focus, decision making, and responsiveness—undermining their ability to compete effectively in a changing marketplace. Here’s how to rethink the traditional model and rebuild a leaner, more agile structure that better meets today’s strategic challenges and cost pressures.

Content: Article | Authors: Alexander Purdy, Gabrielle Novacek, Lucy Brady, Stephen Moeller | Source: Boston Consulting Group (BCG) | Subjects: Marketing / Sales, Organizational Behavior

How the science of social transmission can help your brand catch on—and why tweeting alone is not enough.

Content: Thought Leader | Authors: Jonah Berger, Laura W. Geller | Source: strategy+business | Subject: Marketing / Sales

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In today’s markets, we are all salespeople.

Content: Thought Leader | Authors: Daniel Pink, Theodore Kinni | Source: strategy+business | Subject: Marketing / Sales

Uzma Khan’s research shows that catchy phrases aren’t always the best way to help potential customers make decisions.

Content: Article | Source: Stanford University | Subject: Marketing / Sales