Markets & Marketing
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How do you get your product to market faster? How did DuPont use needs-based research to redefine its brand? Find the answers to these questions and many more in our Markets & Marketing Briefing.
What are some of the key issues you should know about when considering your marketing strategy?
Use this Briefing to read up on global giants such as DuPont, and learn about the importance of integrating key functions in pursuit of success.
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Achieving marketing ROI - finally
An age-old conundrum with which marketers and, increasingly, their CEOs grapple is justifying the black hole of marketing expense. Finding a rational and reliable means of correlating marketing inputs to outputs has become even more urgent given current business economics and the decreasing effectiveness of such traditional marketing tools as advertising, promotion, and sponsorships.
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Become a "thought leader" and move ahead of your competition
The purpose of this paper is to illustrate the high competitive advantages of using thought leadership as a marketing strategy. The design of the paper is to draw conclusions from both anecdotal and research sources and focus on examples of how thought leadership is advantageous as well as a practical guide for taking steps to implement this approach.
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Getting to market faster by putting it all together
Everyone pays lip service to integrating a company's essential functions in order to maximize productive capacity and market success. But how many companies actually achieve it?
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How DuPont used insights from needs-based research to redefine
Businesses risk losing customers when traditional product-based features, attributes, and benefits are no longer differentiated. Offsetting that risk requires taking a more customer-centric approach to the brand and business.
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How to build a great product
Building great products can be a reality for any company that takes the time and effort to create and execute the linkages between: winning strategy; the role of products and services; the product building blocks; and, linkages to customer needs. In fact, this research and work with clients suggests that a lack of alignment of these factors is the number one cause for the poor performance of many new products.
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Making site selection decisions in the worldwide economy
This article provides a practical approach for making site selection decisions driven by organizational business needs. New site selection decisions are best made when: business needs and opportunities drive new site exploration, vision and goals to be achieved are clear, the site selection team possesses the right skill set and works to a plan.
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Superior products and services confer only a fleeting advantage
Global competition has created an endless cycle of innovation and imitation among companies striving to differentiate themselves from their competitors. Increasingly, the traditional sources of differentiation, such as product uniqueness, are not sustainable enough to create sufficient competitive advantage.
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