Role of Marketing/Market Orientation
Why Firms Give Customers More Than They NeedSep 27, 2013
With budgets tight, firms cannot afford to waste resources by adding more features to products than would be valued by customers.
Accounting for Marketing’s ValueApr 24, 2013
Outside of marketing departments, marketing is often viewed as a cost rather than a value-generating activity, and current accounting norms reinforce this view.…
Consumer Views on Marketing up SlightlyApr 22, 2013
How do U.S. consumers feel about marketing? Slightly better than neutral, according to the Index of Consumer Sentiment toward Marketing. Over nearly three…
Competitive Strategy in the Age of the CustomerApr 11, 2013 Josh Bernoff, Senior Vice President, Idea Development, Forrester Research, Inc.
Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery are no longer sufficient. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. Successful companies will become customer-obsessed, investing in four priorities: real-time customer intelligence, customer experience, sales channels, and useful content.
Principles of Credible CommunicationFeb 12, 2013
Why does so much good research get underutilized, misinterpreted, or simply ignored? At MSI’s November 2012 Trustees Meeting, Michael Maslansky, CEO, maslansky + partners, offered a new set of “4Ps” for marketers.
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