The old adage is that half of marketing budgets are wasted but no one knows which half. Today’s marketers are looking to a variety of sources for a solution to this long-standing problem, says Johanna Frösén.
Research reveals that there are top performers within each industry, confirming that some companies – facing similar competitive pressures and environmental challenges – are more profitable and growing significantly faster than their competitors, writes Dr. Manu Carricano from EADA Business School.
The way executives look is seen to reflect their inner qualities, writes professor Janne Tienari. Yet, it is not looks per se that matter.
The internal and external control is to ensure adequate risk management and the observance of external and internal ground rules in company operations. However, rules and corporate governance provide no guarantee that a company will succeed. Companies require the strategic agility to identify changes in customer needs and respond with solutions that the customer understands and appreciates.
The fragmentation of brand contacts in today’s omni-channel environment has fundamentally changed the way customers search for and eventually purchase products. As a result of this change, companies need to systematically manage the experiences along the customer journey in order to stay competitive.