Old Marketing Is Dead. Long Live Marketing
There’s one simple fact that has changed the way we market. Our buyers are self-educating online. No matter if they’re buying a toaster, searching ...
There’s No Place for Snake Oil in B2B Business Development
While it’s often hard to define the edges of the BDM role in complex business markets, spotting a successful BDM is easy. They’re leading ...
The Case for Developing Market Strategy and Online Strategy Together
Try to develop a market strategy (to win competitive advantage) in 2014 without involving use of online channels or integrating the use of digital ...
Why Brand Values Matter: The Case of Eich and Sterling
The recent kerfuffle and eventual sacking of Mozilla CEO Brendan Eich for his stance on gay marriage is an all too clear reminder that, whatever your own beliefs, ...
Is Corporate Brand the Last Source of Unfair Advantage?
It was either Robert Kapferer or Leslie de Chernatony who said “Brand is the last remaining source of competitive advantage.” and it’s so true. Whichever one said it, ...