Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand.
The leaders of B2B companies often face a conundrum in sales and marketing. Their products, services, and talented people solve customer problems daily. Their approaches to awareness, conversion, and retention make sense. They’ve tried to improve training, coaching, automation, incentives, and more. Often more than once! And despite many attempts, growth and profitability are unsatisfactory….
I produce three podcasts. What started as just a little bit more than a hobby has developed into a few platforms that serve a variety of interests; each unique from the other, but all related in that they are all about business and business goings-on. The longest-running podcast that I produce is “The Outliers Inn”…
There is nothing more effective for getting people to follow (and buy from) a leader than the existence of a common enemy. While this doesn’t mean you should go around calling on people to commit acts of violence or cruelty, those who aspire to lead—and to sell— need to publicly take a bold stand about…
Hello and welcome to another episode of “State of Readiness”. My guest today is Michael F. Schein; the Head Hype Man at MicroFame Media, a company that specializes in making consultants and coaches famous in their fields, and author of the book entitled “The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists,…
ByHBR.org
Summary. Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly…
ByEY
Consumer behavior is changing dramatically all of the time… … If you don’t plan for the future today, you may find tomorrow’s too late. While the immediate response to COVID-19 seems all-consuming, we still need to think of this pandemic in phases. There’s what we must do “now” to manage business continuity, what we must…
