Establishing the value that people put on the goods and services they sell is one of the most difficult tasks for the business-to-business marketer. Finding the right price is a judgement which many get badly wrong – usually charging too little bec ...
Keeping your employees satisfied is crucial. This paper explores some of the theories about employee satisfaction at work and looks at approaches to measuring and addressing the issues raised. ...
With very few exceptions, market research projects should contribute to decision-making or solving business problems. The output of research may be interesting, but it should always go beyond providing insights and assist management in making more i ...
The past decade has seen a shift in recognition of the importance of seeking feedback and understanding the views of those who support a business or who have a vested interest in it. ...
The sizeable sums involved in acquisitions, and the dire implications they have on a company's future, demand that these decisions are in the hands of the senior team running the organisation. But, what is the role of research in acquisition studies? ...
What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. ...
This paper considers the subject of forecasting and scenario planning, one of the biggest challenges faced by marketers in this fast changing world. ...
The challenge of China market entry has become an increasingly important one of Western companies of all shapes and sizes. Understanding how to enter such a large and complex market has therefore become critical. ...
Marketers are constantly searching for differentiation. Unless a company has a genuine scientific or technological advantage, preferably one protected by a patent, competitors can often match any incremental change in an ever-shortening time-scale. ...
It is assumed that there is a general understanding that a brand stands for something and what it stands for must have a value. These values can be critically important or small inconsequential things but above all they are the things which give the ...
