The price is not just a number. It is a personality test for the shopper.
For decades, marketers have treated price as one of the most brutally practical levers in the commercial toolkit. Move it up, margin…
Read more →Fundamentals of strategic marketing
Why most strategies fail before execution has even begun
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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How to create a marketing persona: the 2025 method that brands are finally using to understand real customers
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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SWOT Matrix : a strategic tool to drive transformation and secure growth
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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PREFMAP: a deep dive into consumer preference analysis
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 : decoding consumer’s price sensitivity
In a highly competitive market where consumer expectations are constantly evolving, understanding Willingness to Pay (WTP) is a strategic lever for maximizing…
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The “All-You-Can-Eat Price” : a disruptive strategy or a risky bet?
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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All-inclusive Pricing: transparency as a driver of conversion
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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The acceptable price : the subtle art of perception and value
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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Mastering Segmentation, Targeting, and Positioning (STP): A Cornerstone of Modern Marketing
In the fast-evolving world of marketing, the STP model—Segmentation, Targeting, and Positioning—stands as a fundamental approach that businesses of all sizes use…
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The Concept of Perceived Value in Marketing
In the ever-changing landscape of marketing, one concept has always stood out: perceived value. As companies continually seek to stand out in…
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Using artificial intelligence to define strategic marketing objectives
"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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Advanced SWOT analysis: Techniques for actionable analysis
AISWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, an essential tool in corporate strategy, is often perceived as a simple and basic […]
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Analysis of the impact of psychological pricing policies and product quality on marketing excellence (publication)
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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Mastering the Marketing Mix: Strategies and Practices for Success
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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Introduction to the Fundamentals of Strategic Marketing section
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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