by Ruth Saunders | Feb 19, 2019 | Blog, Marketing Strategy
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...
by Ruth Saunders | Feb 5, 2019 | Blog, Marketing Strategy
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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