Agile is often thought of as a process when it’s really a mind-set (supported by processes, of course). Yes, it’s about testing and learning, and new ways of working, but at the heart of agile is the determination to provide the customer with something she or he wants or needs.
Growing your brand is a key objective of marketing managers, as strong brands make your company more money, faster and with less risk. They also help you attract the best employees, give you the best deals with channel partners and get the attention of financial investors. But how should you go about growing your brand?
Marketing activities may not produce an immediate effect on sales, revenue, or cash flow. However, this does not mean there are no effects or that the effects of a marketing activity cannot be measured.
Marketers who already have an orientation toward creating value for customers in the markets they and their businesses serve can broaden understanding of that value by focusing more broadly on how marketing actions, products, services, and other market interventions contribute to improvements in the quality of life.
Market segmentation can trace its origins back to the 1930s when the prevailing theories of perfect competition and pure monopoly no longer seemed to fit the situation. A new monopolistic theory emerged based around the idea that every firm was in itself in some important way unique. Every business was in effect able to create its own local monopolistic position by offering a product different in some way from others. That differentiation could be based...
