How does the Price of a Product Affect the Marketing Plan for the Product?
Considerations must include the competitive landscape.
What Role can Marketers Play in Pricing Strategy?
There's a story behind every price.
Is Sampling the Best Way to Drive Trial of a New Product?
Generosity can be a powerful sales method.
How Valuable are Loyalty Programs?
It's about enrichment, not entrapment.
At the Retail Level, What do Effective In-Store Campaigns Look Like?
Effectiveness is increased when a business targets two audiences.
How Connected should PR efforts be to Marketing efforts?
Because Public Relations is Media Relations...
What Role does Promotion Play in Effective Marketing?
Absolutely everything.
Do Brands need to be Marketed Differently Depending on their Stage of Life?
Yes. Brands go through three distinct phases.
Do all Marketing Activities need a Strong Call to Action?
The answer is different for new brands versus established brands.
How do you get Employees to “Live the Brand”?
Think mantras (not manuals).