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« Les Synthèses Manageris sont un outil idéal pour un dirigeant à l’emploi du temps serré. Elles stimulent la réflexion et favorisent la remise en cause et l’exploration de nouvelles approches. »Bertrand Collomb, Président d’honneur, Lafarge

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The Marketing Director's collection

What strategy to adopt to address new customer expectations? How to distinguish yourself with innovative offerings and excellent customer service? The 20 most relevant Manageris synopses on this topic.

Notre sélection thématique de 20 synthèses

The new era of analytical marketing

The new era of analytical marketing

The recent technological disruptions have deeply modified the value creation methods in the enterprise. What are the growth opportunities deriving from analytical marketing, and how can you organize to succeed in this transition?

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The future of marketing

The future of marketing

The Internet has dramatically changed the way consumers make buying decisions. In the age of the web consumer, what are the new influence drivers marketing can use?

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Big Data: Making the most of the revolution

Big Data: Making the most of the revolution

Beyond the capacity to process gigantic volumes of data, Big Data creates opportunities that are still largely untapped. How can you take advantage of this huge field of innovation?

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Creating value in an interconnected world

Creating value in an interconnected world

In an unpredictable environment, the key to agility is not necessarily possessing proprietary resources, but being able to mobilize those required when needed.

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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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Really know your customers

Really know your customers

Surveys conducted by companies to know their customers better often result in failures in launching or improving their products and services. How can you make customer surveys more reliable?

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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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Subconscious roots of purchasing decisions

Subconscious roots of purchasing decisions

We are used to see humans as rational beings. Yet, most human behavior is managed automatically by the brain, without mobilizing reason. Can this be used to reinforce the effectiveness of your marketing efforts?

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Use collective common sense to make more accurate forecasts

Use collective common sense to make more accurate forecasts

The “wisdom of crowds” turns out to be infinitely more reliable than individual good sense, and even expert predictions. How to gather and capitalize on employees’ collective perception of company stakes?

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Differentiate yourself in saturated markets

Differentiate yourself in saturated markets

On saturated markets, competitors generally fight on commercial presence and price. Yet, there are other ways for businesses to differentiate themselves. How can you play on services and positioning to gain a competitive edge?

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Strengthen the appeal of your new products

Strengthen the appeal of your new products

Convincing consumers to change their routine and try something new is not easy! Yet, some new products and services manage to become blockbusters. What fixations guide those who have accomplished this feat?

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Adopting innovations developed outside your organization

Adopting innovations developed outside your organization

Innovation is influenced by fashion trends. Lucidity, strategic thinking and rigorous analysis are valuable assets to avoid wasting a lot of time and energy.

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Innovate through experimentation

Innovate through experimentation

Experimentation is a powerful innovation accelerator which, due to the digital revolution, is much more affordable than ever. But old reflexes are hard to forget. How can one help people acquire the reflex to test their ideas concretely?

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Take inspiration from agile project management methods

Take inspiration from agile project management methods

Well-suited to complex environments, so-called “agile” project management methods are increasingly popular. What are the conditions required to reap the full benefits of the agile approach?

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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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Create buzz around your offering

Create buzz around your offering

Buzz has always existed, but this phenomenon is amplified today due to social networks. In light of recent studies, what are the key actions to support word of mouth around an offering?

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The art of the pitch

The art of the pitch

The ability to sell your ideas and projects is a key success factor. But how can you capture the attention of your audience? Beyond the mastery of argumentation, discover the fundamentals of effective pitches.

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Collaborate with your customers

Collaborate with your customers

While the digital revolution has given consumers the possibility to involve themselves in the life of companies, very few businesses actually take advantage of this opportunity. How can you transform your consumers into elite partners?

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Support customer orientation in the field

Support customer orientation in the field

The least qualified employees are often the ones in direct contact with customers—with a major impact on the perceived quality of service. How can you develop customer satisfaction through the engagement of your front-line employees?

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Turn your customers into brand ambassadors

Some firms manage to rely on service excellence to turn their customers into ambassadors for their products and services. How to make customer experience a key success factor?

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