2423 Posts Found

The answer is yes, but it won’t be easy.

Content: Article | Authors: Jonathan R. Woetzel, Paul Gao, Yibing Wu | Source: McKinsey Quarterly | Subjects: International – Asia, Marketing / Sales

By the looks of things, Americans are still not making many friends overseas. According to recent studies, many global brands aren’t having an easy time shaking off their “American-ness” as they aim to win over new audiences, either. How can a brand manager feel protected? Bain’s Alan Colberg and Orit Gadiesh say the answer is to localize.

Content: Article | Authors: Alan Colberg, Orit Gadiesh | Source: Brandweek.com | Subjects: Marketing / Sales, Strategy

Offers proven techniques for positioning products and companies in a changing marketplace, creating new markets, monitoring market shifts, and maintaining a flexible market plan.

Content: Book | Author: Regis McKenna | Subject: Marketing / Sales

Loyalty to brands has been declining. But don’t blame it on the consumers. A new, more analytical marketing model is needed, one that sheds more light on the myriad of customer needs and understands the value of relationships.

Editor’s Note: I disagreed with some points made in this article, and I suspect you may as well, but that is what makes it an interesting read. … [ Read more ]

Content: Article | Authors: David L. Newkirk, Sam I. Hill, Wayne Henderson | Source: strategy+business | Subject: Marketing / Sales

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Last minute discounting has become so prevalent that many companies have come to depend on it as their default sales strategy. Employing a go-to-market strategy of being the lowest cost provider is one thing, but dramatic, tactical discounting on every deal will erode your company’s margins and leave you digging a deeper and deeper hole in which your company will ultimately bury itself.

Content: Article | Author: Dave Stein | Source: TechnologyEvaluation.com | Subject: Marketing / Sales

Emerging markets are enticing to companies because of the growth potential they present. But when cultural, economic, and logistical issues arise, survival in these markets is often a challenge. Recently, Stan Sthanunathan, vice president of Knowledge & Insights with The Coca-Cola Company, spoke to MBA students in a global business environments course at Emory University’s Goizueta Business School about the intricacies of doing business in … [ Read more ]

Content: Case Study | Source: Knowledge@Emory | Subjects: International, Marketing / Sales | Industry: Food Products/Service | Company: The Coca-Cola Company

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Why do so many smokers keep smoking, despite decades of health warnings? Why do Harley Davidson motorcycles and Ralph Lauren clothing engender such loyalty among very specific types of people? Why do teens and parents always seem to fight, and never seem to hear what the other is saying? Wharton marketing professors Lisa Bolton and Americus Reed have found through their research that judgments linked … [ Read more ]

Content: Article | Authors: Americus Reed, Lisa Bolton | Source: Knowledge@Wharton | Subjects: Marketing / Sales, Organizational Behavior

Direct marketing professionals don’t guess. They base their decisions on statistics and calculate what the return on their investment will be.

Because of what is known as split-testing or test runs, direct marketers rarely get it wrong. Why then do other “professionals” rarely pay attention to this incredibly powerful strategy?

Content: Article | Author: Steve Jackson | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

When product companies see the cost of materials rise, the result for consumers is often a price increase (gasoline) or, less often, a smaller amount of product at the same price (potato chips).

Which option is more likely to turn off your customers? For many products, it’s better to reduce quantity than raise prices, conclude Harvard Business School marketing professor John Gourville and University of Texas … [ Read more ]

Content: Article | Author: Manda Salls | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Marketing / Sales, Pricing

Most brand managers tend to use analysis as “a drunk uses a lamppost, for support, not illumination.” (Adapted from Andrew Lang, quoted by Wonnacott.)

Content: Quotation | Source: strategy+business | Subject: Marketing / Sales

“Numbers and words…are pretty much the Alpha and Omega of ebusiness. Now I want to look at words, the special words that relate to you and your business. Except I’m not interested in the words you would use to describe yourself, your products or your services. I’m interested in the words your potential visitors would use. And oddly enough, they don’t always call stuff what … [ Read more ]

Content: Article | Source: GrokDotCom | Subject: Marketing / Sales

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Not all the best movies make it to the big screen. Not all the best restaurants get discovered. Not all the best potential spouses get married. And not all the best marketing and new product ideas see the light of day. Why? Five practices kill promising concepts too soon.

Content: Article | Author: David Walker | Source: European Business Forum (EBF) | Subjects: Innovation, Marketing / Sales

It’s time we had a serious talk about numbers. Data. Metrics. Web analytics. Doesn’t matter what you call the stuff, you simply must stay on top of how your Web site is doing. And the only way you can do that is by looking at those digits. Are you making money or losing it hand over fist? Do you know which parts of your site … [ Read more ]

Content: Article | Source: GrokDotCom | Subjects: IT / Technology / E-Business, Marketing / Sales

The high stakes business-to-business sector is confronting a substantially unaddressed value gap. Sellers are creating complex, value-laden solutions, but their customers are unable to achieve the promise of those solutions. There is a huge and attractive opportunity in this value gap.

Content: Article | Author: Jeff Thull | Source: CEO Refresher | Subject: Marketing / Sales

Given that commoditization is as inevitable as death and higher taxes, you need to review your strategies on how to deal with this transition… without resorting to denial, anger, bargaining, depression and acceptance.

Outlined here are a few strategies, and one reversible “non-strategy.”

Content: Article | Author: Guy Smith | Source: MarketingProfs | Subjects: Marketing / Sales, Strategy

Finding the right name for your latest venture isn’t an easy job. Names must stand out from the competition. They need to work in different languages. They can’t violate existing trademarks. And it’s nearly impossible to find a domain name that isn’t already taken.

What’s an entrepreneur to do?

Content: Article | Source: Red Herring | Subjects: Entrepreneurship, Marketing / Sales

Acxiom offers a list of the top 150 metropolitan areas that have been ranked from best to worst as test markets. The rankings are based on how closely the population of the metropolitan area “mirrors” the characteristics of the U.S. consumer population as a whole.

Content: Online Resource | Source: Acxiom | Subjects: Demographics, Marketing / Sales