Marketing

Multicolored pie chart

Unearthing Hidden Customer Value

by , et al.Issue: November / December 2020

When it comes to getting the most out of existing customer pools, value-based segmentation can be a valuable a key.
Plastic businessman walking through quicksand.

Death of the (Traditional) Salesperson

by , et al.Issue: May / June 2020

Even before the COVID-19 pandemic, rethinking B2B sales was required to survive disruptive forces and meet evolving customer expectations.
Group of people using smartphones.

Supporting Gen Z

by , Issue: May / June 2020

With the lives and routines of young consumers disrupted by the global health crisis, brands have unique opportunities to build long-lasting relationships.
Blank Advertising Billboard, London, UK

The Art of Branding in a Pandemic

by Issue: March / April 2020

The best branding moves during the COVID-19 outbreak demonstrate how positive actions can speak louder than words.
Man delivering huge pile of toilet rolls to customer in mask

How to Sell When the World Is Upside Down

by Issue: March / April 2020

With potential customers fighting a pandemic, people in sales need to understand coffee today isn’t for closers.

Being More than the Largest Thug in the Ring

by Issue: November / December 2018

In his memoir Marketing Saves the World, Bill Matassoni offers insights from a 40-year consulting career spanning McKinsey, BCG, Mitchell Madison and Glass House Group.

The Real Story Behind Big Data

by , et al.Issue: November / December 2017

Analytics may rule the digital age, but it still needs good old-fashioned storytelling to create real value.

Coming Soon: The Conscious Store

by Issue: September/October 2017

Physical retailers of the future will sell tech-enabled convenience to mass audiences one customer at a time.

When Customers Collide

by Issue: May / June 2017

Giving so-called internal customers priority over the real thing can be counterproductive and weaken business values along with profitability.

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