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The Marketing Director's collection

What strategy to adopt to better position one's self in the face of competition? How to anticipate changing customer expectations? Manageris' 20 most relevant synopses on the subject.

Notre sélection thématique de 20 synthèses

Marketing in the web 2.0 age

Marketing in the web 2.0 age

The emergence of the Internet has caused some fundamental market shifts, specifically in terms of consumer behavior. How to adapt your marketing practices accordingly?

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Marketing in the wake of sociological upheaval

Marketing in the wake of sociological upheaval

In the wake of sweeping sociological changes, traditional marketing theories are obsolete. What new ways are available for companies to differentiate themselves?

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Keeping up with the Times

Keeping up with the Times

In addition to specific shifts in customer expectations, technology, etc., how to integrate cultural shifts that affect the company's strategic environment?

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What is the best approach to using social networks?

What is the best approach to using social networks?

Social networks open marketing opportunities. How to fully tap the potential value of these new prospects?

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Understand your customers better

Understand your customers better

Asking customers about their needs and expectations is not enough to understand them. The subconscious also has a considerable impact on buying decisions.

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What type of buyers are your customers?

What type of buyers are your customers?

Different types of customers have very different attitudes when they make purchases. How to optimize your marketing to integrate the mindset of customers about buying your products or services?

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Winning strategies in a hypercompetitive market

Winning strategies in a hypercompetitive market

How to stand out in a market where the least innovation is immediately copied?

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Chinese thought and corporate strategy

Chinese thought and corporate strategy

The principles behind the thinking of classic Chinese strategists turns out to be surprisingly relevant for coping with today's corporate strategy issues.

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Focus your company's innovation strategy

Focus your company's innovation strategy

How to deploy your innovation efforts? The most promising drivers depend on the level of maturity of your market.

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The challenges of breakthrough innovation

The challenges of breakthrough innovation

By identifying potential growth opportunities off the beaten path, companies can create new markets and acquire lasting leadership. But how to surmount the obstacles?

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Capitalizing on the innovations of others

Capitalizing on the innovations of others

Piggy-backing on the inventions of others, by transforming an original concept into a mass market, can be an attractive alternative to pure innovation strategy.

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Habit marketing

Habit marketing

Rather than trying to respond to clearly identified customer needs, companies may do better by working to become part of their routine.

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Design an offering that grabs customers at first glance

Design an offering that grabs customers at first glance

The first impression has a lasting effect on our opinion. So, companies must know how to influence immediate customer perceptions through careful design and concern for detail.

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Developing a greener offering

Developing a greener offering

Customers now generally expect companies to be environmentally responsible. Businesses that ignore this expectation risk being sidelined!

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The customer experience as a differentiation driver

The customer experience as a differentiation driver

The customer experience involves much more than simply using the product. How to set up an organization able to offer a distinctive experience to customers?

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Customer service: cost center or competitive advantage?

Customer service: cost center or competitive advantage?

Taking the time to listen to customers may well be an effective way to identify their problems and understand their expectations better.

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Mastering customer interactions

Mastering customer interactions

More than on technologies such as the internet, call centers, CRM tools, etc., customer satisfaction depends essentially on the quality of contact with the company.

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Prevent brand aging

All brands tend to erode over time. However, there are ways to stop this decline and keep a brand eternally young.

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A second look at loyalty programs under the microscope

A second look at loyalty programs under the microscope

Loyalty programs can be a powerful performance driver, but not at any price! How to preserve margins by distinguishing between profitable and unprofitable customers in order to retain the former, but not the latter?

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Customer retention and brand attachment

Customer loyalty is not always linked to their satisfaction. How to base your marketing policy on customer brand attachment?

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