Strategy Driven
JUNE 18, 2015
These disparities are also among the biggest misperceptions that both online and offline marketers hold. This overwhelming demand for consumer attention and dollars has created a market filled with cynics, whose defenses are on full alert.”. Companies that do this effectively will most certainly amass market share.”.
Harvard Business Review
MARCH 23, 2011
Related to this, the law reinforces bad analysis of telemarketing — which is sometimes the only fundraising option available to less popular causes. Often we hear that a telemarketing firm takes 90% of what it raises. If that were true, there'd be a lot more people in the telemarketing business. Not very profitable.
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Harvard Business Review
APRIL 17, 2015
A company’s goal should be to integrate its arsenal of traditional and emerging digital marketing tools and specify where the field salesperson should be involved, if at all. Fortunately, B2B executives can draw upon sound guidance when reformulating their sales and marketing efforts. Nothing could be further from the truth.
Harvard Business Review
MARCH 3, 2011
Today, consumers, not marketers, rule the roost. As consumers, we readily dictate how and when marketers reach us. The price-quality inference, a time-honored marketing concept, will surely continue to operate. Price usually signals quality. Bad products were always bad for consumers. Now, they're bad for business, too.
Harvard Business Review
FEBRUARY 5, 2015
Unlike marketing, manufacturing, human resources, and other functions, a good strategy should cover the entire activity system of an organization. A marketing department, for example, may focus on the value proposition and pay insufficient heed to the other two propositions. The Profit Proposition.
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