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Account Based Marketing
What the devil is ABM and why could small businesses benefit from taking a more structured approach when they’re keeping in touch with customers? Account Based Marketing is a fancy way of saying ‘we...
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Cents and Sensibility: Why Marketing to Multicultural Consumers Requires a...
In an era of globalization and fluid national borders, advertising that appeals to cultural and ethnic identity has become a vital part of the corporate marketing arsenal. But new research co-developed...
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Thinking about Strategic Planning
Strategic planning is viewed by some as an absolute waste of time and energy and by others as an absolutely critical part of managing a business. Figure 1 – Process Value vs Plan Value The object of...
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The Simple Secret to Being Strategic with Your Marketing
In any business, there are things that your customer cares about and things that they don’t. You may think that you know this off the top of your head, and that is probably true, but being strategic...
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Arm Punches & War Dances: Building a Brand Ritual
The All Blacks perform the haka, a Maori traditional war dance, before each match and even their opponents play an unwitting part. Porsche drivers flash their lights at each other while MINI drivers...
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Rocket Science Retailing: A Practical Guide
Whether you sell widgets, designer fashions, or life-saving drugs, mastering the art and science of better analytics can set you ahead of your competitors, according to HBS professor Ananth Raman and...
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