How small businesses can target niche markets
The article focuses on success of small businesses by focusing on niche markets. Topics discussed include ramifications for research and development, innovation investment and other areas of the business, need to understand customers' needs and requirements, and research by Ogilvy and Google on influence on customers' purchasing decisions
Value based competition
The article focuses on exploring niche marketing and offering examples and ideas on how to add niches to the existing offering.
The science behind customer emotions
When companies connect with customers' emotions, the sales payoff can be huge. Emotional motivators vary across business category, brand and customer segments.
Don't let big data take over your brand
Chief Marketing Officers need to achieve a balance between short-term revenue pursuit and long-term brand building. Here's some examples of companies using advanced marketing analytics and big data to work not just on quick-fix sales promotions but long-term brand building.
5 questions with... IHG's Elie Maalouf
Interview with Elie Maalouf CEO for the Americas at Intercontinental Hotels Group.
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