Strategy
In which direction lead the organization to better prepare for the future? What lessons can be learned from the experience of others? What innovative ways should be explored?
Capitalize on word of mouth
Word of mouth can be a very powerful marketing tool, provided that a company is able to influence it in a favorable direction.
Marketing in the wake of sociological upheaval
In the wake of sweeping sociological changes, traditional marketing theories are obsolete. What new ways are available for companies to differentiate themselves?
Manage your customer equity
Product profitability analyses often lead to poor decisions. Wouldn't it be better to focus strategic thinking on customer equity?
Develop a creative culture
"Creativity techniques" do not take sufficient account of the unpredictable nature of creativity. A better idea is to develop an atmosphere conducive to the emergence of creative ideas.
The traps of marketing
How to avoid certain traps into which marketing practitioners too often tend to fall?
Define your compensation policy
How to make your compensation policy a key strategic implementation driver?
Customer intimacy
The ability to offer solutions that are perfectly adapted to the needs of individual customers can procure a sustained competitive advantage for a business. How to go about this?
