This article is by Josh Bernoff, senior VP, Idea Development, at Forrester Research. He is the co-author of the new book, The Mobile Mind Shift. “Hello, customer. I’m from the company’s marketing department, and I’m here to help you.” That’s something you don’t hear very often. Customers expect marketers to try to [...]
Today, there's little distinction between marketing online and offline, which (ideally) leads to a fully integrated marketing strategy. To avoid the chaos these cross-functional strategies can create, check out these 4 key concepts that marketers often miss.
Consumers worldwide are rushing into the embrace of the smartphone market, and just under one-quarter of the total population will use such a device this year as the audience grows by 25.1%, according to new eMarketer estimates. In addition, smartphone penetration in nine countries worldwide will surpass 50% in 2014.
This paper is a history of ideas about business strategy and how they came to be influenced by competitive thinking. Both academics and practitioners’ contributions are noted. The bulk of the paper focuses on efforts in the 1970s and the 1980s to deepen the analysis of industry attractiveness and competitive position and, since then, to add a historical or time-dimension to what used to be predominantly static modes of analysis
Customer Relationships - Research shows that emotional and personal values matter more to buyers than rational values. So, when marketers discuss the value of their products and services, they should also address the ...
Innovation happens at Google since they Serial innovators like Google give employees time to explore ideas -- even though some of those ideas turn into massive failures, writes Tim Harford in Adapt: Why Success Always Starts with Failure.
An important survey shows that profits for European companies in China are slipping. Are the good times over? That’s the question being asked by multinationals in China, according to a new survey of 552 companies released yesterday by the European Union Chamber of Commerce in China, together with Roland Berger Strategy Consultants.
“A new sober reality is developing, exemplified by a sense of pessimism that is becoming entrenched,” says the May 29 press release for the European Business in China Business Confidence Survey 2014. “Many European companies [are] wondering whether the “golden age” of MNCs in China is over.”