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Brand Strategy Research and Architecture
...your brand to success Far too many companies have product labels which they think are brands. However, a brand is something people ask for by name. A brand stands for......
Value Marketing & Value Selling In B2B Markets
...and ‘partnership’ are key needs, and usually they are insufficiently met. Be a storyteller In looking for outcomes, business-to-business customers require a compelling, complex and multifaceted proposition comprising features,.....
Product Development: What You Want, Baby I Got It
...desirable, distinctive and defensible. A marketing strategy should look for opportunities to augment the product (or service) in order to further distinguish the company from the competition, to find new......
Beyond Customer Satisfaction
...organisation itself – become “commoditised”. The essence of a commodity is that it is readily interchangeable with other similar commodities. Therefore the logical consequence of this process is that communicating......
Managing Distributors in B2B Marketing
...an efficient means of selling car parts to garages, tools to industry or components to electronic companies. They are inappropriate for selling complex industrial plant, computers or castings. If distributors......