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Marketing and Brand Innovation

Marketing innovation ideas for brand differentiation and competitive advantage
     
 

Sales and marketing drive the growth of any brand or business. Brand strategy and marketing innovation are the keys to competitive advantage and increased profitability.

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Get some fresh ideas for your brand and marketing plans (and the customer experience which you deliver) by taking a look at our marketing insight section.

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Most of the progress made by marketing as a business discipline comes from the work of a surprisingly small number of thought leaders. From the fundamentals of marketing to deep insight on go-to-market strategy and sales planning, our list of Marketing Gurus profiles their work and identifies original sources.

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Today's Focus:

Manage Sales Costs with Structured Customer Experience

Most businesses have "high value" and "low value" customers. Getting rid of the low-return customers is the knee-jerk reaction.

The ROI on "low value" customer segments can be boosted to attractive levels if the customer experience is re-worked so sales and marketing costs match each segments' business potential.

Read how to design cost-effective customer experience.

 

   
   
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