Every decade or so, a wave of technological change arrives with enough force to make business leaders feel that the old frameworks…
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For decades, marketers have treated price as one of the most brutally practical levers in the commercial toolkit. Move it up, margin…
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Seventy percent of organizations fail to execute their strategy effectively. This figure recurs consistently in studies by McKinsey, Gartner and Harvard Business…
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For a long time, marketing personas were a cosmetic exercise. Pretty colorful cards, invented first names, an approximate job, a few frustrations…
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The SWOT matrix (Strengths, Weaknesses, Opportunities, Threats) is a strategic analysis tool that helps assess the current position of a company, product,…
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In a context where personalization and alignment with consumer expectations are essential, the PREFMAP methodology (Preference Mapping) stands out as a powerful…
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Willingness to Pay (WTP) is the maximum price a consumer is willing to pay. Learn how to measure it (Van Westendorp, Gabor-Granger,…
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While subscriptions and unlimited plans are now the norm, the concept of the “All-You-Can-Eat Price” is making a comeback as an attractive…
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AIConsumers are bombarded with options and hidden fees. In this context, the promise of “All-Inclusive Pricing” stands out as a […]
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In an era where price transparency is expected and fierce competition prevails across every market segment, the concept of an “acceptable price”…
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The STP model (Segmentation, Targeting, Positioning) is the cornerstone of modern strategic marketing. Discover the 4 types of segmentation, targeting strategies, positioning…
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Perceived value in marketing: definition, the 5 components (functional, emotional, social, epistemic, conditional), how to measure it with Van Westendorp and Likert…
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"Harnessing Artificial Intelligence to Develop Strategic Marketing Goals" by Anjorin, Raji, Olodo, and Oyeyemi offers a comprehensive framework for integrating AI into…
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Go beyond the basics: discover advanced SWOT analysis techniques including Cross-SWOT strategies, PESTEL integration, quantitative weighting, and how to turn SWOT insights…
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AIThe article published in The American Journal of Management and Economics Innovations (Vol. 6, Issue 5) presents an in-depth study […]
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In today's business world, where competition is fierce and consumers increasingly demanding, mastering the marketing mix has become essential for any company…
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Strategic marketing is the foundation of all successful marketing activities. This section guides you through the key concepts, proven methodologies and new…
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