Fundamentals of strategic marketing

‘Fundamentals of Strategic Marketing explores the fundamental concepts that underpin successful marketing strategies. From defining value propositions to understanding market forces, this section covers the key principles required to develop long-term marketing plans that align with business objectives. Whether you want to brush up on the basics or strengthen your strategic thinking, this is the place to gain an in-depth knowledge of marketing.

Marketing Mix » Fundamentals of strategic marketing
SWOT matrix

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, project, or even an individual by crossing two essential dimensions: internal analysis and external analysis. The goal is not merely to compile a list, but to structure a thought process geared toward action and decision-making. It is a powerful tool, all the more so because it is easy to understand but demanding to complete effectively, as it requires confronting objective reality with subjective perceptions.

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PREFMAP

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 tool for decoding and modeling consumer preferences. Rooted in conjoint analysis and perceptual mapping techniques, PREFMAP enables companies to optimize their product offerings in line with actual market expectations.

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Willingness to Pay

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 profitability and refining pricing strategies. This key concept in marketing pricing centers on a company’s ability to identify the optimal price a consumer is willing to pay for a product or service, while maintaining perceived value.

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Maîtriser la segmentation, le ciblage et le positionnement (CSP)

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 to develop effective marketing strategies. These three interconnected steps help brands deliver the right message to the right audience, maximizing both customer satisfaction and marketing efficiency.

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AI and marketing objectives

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 marketing strategies, with a focus on defining strategic marketing goals.
It explores the transformative potential of AI in marketing efforts, covering key aspects such as customer segmentation, personalized targeting, predictive analytics and campaign automation.
The authors suggest that AI-based marketing strategies offer a path to competitive advantage, revenue growth and improved customer experience.

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