Choosing ‘what’ to support

Choosing ‘what’ to support

Why choose ‘what’ to support   At the end of the 20th century, Boards believed that the more brands they had, the more their company would grow, with brand proliferation rife.  Between 1997 and 2001, the number of brands in the pharmaceutical industry increased by...
Choosing ‘who’ to target

Choosing ‘who’ to target

Why choose ‘who’ to target When thinking about which customers to target, companies should not try to please everyone. Instead, they should focus their scarce resources on attracting and retaining those customers who will deliver the greatest return for the company –...

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