Your organization is gearing up to launch a new product or service, or enter a new market. You’re on the marketing team. You’re familiar with the details of these new endeavors; you know your customers. Where do you start? (The following …
The success of any organization—whether private corporation or philanthropic foundation—begins with a clear understanding of customers and their needs. If you want to make an impact in your organization, regardless of your current role, this knowledge is essential. How can …
The Product Lifecycle (PLC) framework draws controversy proportional to its use — and it gets used everywhere. Anytime a new product category gets introduced into the market, PLC predicts it will follow a pattern. Gauged only by the time it …
Global Hospitality Group Partners with Cornell for Scalable, Ivy League Professional Development
eCornell announced today that it has been selected by the acclaimed Batali & Bastianich Hospitality Group (B&BHG), an industry leader in hospitality, to provide an online professional development program …
When we think about competition in business, we usually refer to other businesses who directly fight with us for customers. After all, it’s these companies who are the biggest barriers in the way between you and world domination. However, helping …
Marketing often seems like an overwhelmingly confusing proposition, but really it’s quite simple. At its core, the marketplace can be distilled to its three core elements – your company, your competitors and the customers. You may recall Omhae’s Three Cs …
So, the end result of STP (Segment, Target and Position) is the brand. An effective brand speaks to the consumer without “saying” anything. So, what is a brand exactly? There are as many definitions of brand as there are brands. Ohio …
