 |
 |
 |
 |
Branding
Making Brand Portfolios Work
Rigorous economic analysis and strong insights into consumers can help marketers clarify the competitive positioning of their brands, avoid offending the core consumers of repositioned or discontinued ones, minimize cannibalization, and seize growth opportunities.
|
Read more » | |
Customer Insights
Gearing Up for Broadband’s “Prime Time”
Four types of businesses are most likely to benefit from marketing to broadband customers and using enhanced content to deliver their message. This article highlights the next steps for these businesses.
|
Read more » | |
Customer Loyalty
Customer Retention is not Enough
Customer retention has become the Holy Grail in industries from airlines to wireless, but companies that focus on smaller changes in customer spending can realize as much as ten times more value than by concentrating on defections alone.
|
Read more » | |
Customer Relationship Management
Organizing for CRM
According to recent surveys, more than half of all companies investing in CRM programs consider them to be a disappointment. Our experience has shown that to overcome organizational roadblocks (the core of the problem), companies should establish a structure that mimics a market in which constituencies take on the role of "sender" (delivering the solution) and "receiver" (implementing it).
|
Read more » | |
Marketing Organization and Capability Building
A New Way to Market
For traditional marketers, organization means structure: distinct product, channel, and customer groups. But new-style marketing organizations understand that “boxes and lines” structures can’t drive value in fast-moving environments.
|
Read more » | |
Marketing Spending Effectiveness
Restructuring Marketing Spending to Do More with Less
Today’s economic climate requires that marketing spending be managed as both a cost and an investment. Our work with clients has identified the critical levers that can enable marketers to restructure their spending without diminishing their brands’ presence with key customers.
|
Read more » | |
Marketing Strategy
Successful Brand Repositioning
Our experience has shown that companies should focus on achievable rather than aspirational brand positioning, and that three steps can help ensure success.
|
Read more » | |
Pricing
Pricing New Products
Companies habitually charge less than they could for new products, especially with revolutionary offers. Underestimating a product's value can be a costly mistake, since the introductory price often fixes its worth in the buyer's mind.
|
Read more » | |
Sales and Channel Management
Steering Customers to the Right Channels
McKinsey on Marketing
Companies can reduce their sales and service costs, increase their revenue per customer, and penetrate underserved segments by guiding customers to the most appropriate channels. To do so, companies should gain a clear understanding of their channel economics and develop plans to manage relations with their channel partners.
|
Read more » | |
