strategy

Lean In, Your Focus Is Too Broad

Bigger is not always better. Most of the time it is actually worse. If your company has a target market which is too wide, you will end out losing not gaining customers. It is a bit of a paradox: lose customers to gain them. It seems counterintuitive to cut out

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Basic Guide to the BASIC Marketing Model

Strategic marketing models can be pretty complex. Don’t believe me? Here’s a strategic marketing model by Hooley, Piercy and Nicoulaud. Not exactly a lighthearted summer read!  To simplify the strategic marketing process is the BASIC marketing model by Roger Brooksbank. Even simplified, it can be difficult to understand for managers

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