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One of the things of most value to a company is its relationships—
with customers, employees, suppliers, distributors, dealers, and retailers.
The company’s relationship capital is the sum of the knowledge,
experience, and trust a company has with its customers, employees,
suppliers, and distribution partners. These relationships are often
worth more than the physical assets of a company. Relationships determine
the future value of the firm.
Design is a big idea, covering product design, service design,
graphic design, and environmental design. Design provides a set
of tools and concepts for preparing successful products and services.
Yet too few managers know what design is or value it. At
best, they equate design with style.
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When a recession strikes, most companies rush to cut their expenses,
the most obvious one being advertising. Those in top management
(mostly finance guys) don’t believe in advertising, anyway; they tolerate
it as a form of defensive insurance, not as a profit generator.
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The marketing department’s role in too many companies has been
limited to carryin...
Marketers have traditionally focused on a company’s sales, market share,
and marg...
One of the things of most value to a company is its relationships—
with customers...
It is not enough to be profitable. Companies must also grow. In fact,
The stock market is a perfect example of an undifferentiated market.
If you want ...
