38.8 billion euros per annum and climbing daily

know your customer better than anyoneI have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars spent on marketing. With this in mind, I have started the year with 10 THOUGHTS on how to maximise return on investment in marketing. This […]

know your customer better than anyoneI have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars spent on marketing. With this in mind, I have started the year with 10 THOUGHTS on how to maximise return on investment in marketing. This is the seventh. Venture capitalist, Mark Cuban, once suggested that the three most important rules of business are: (1) target the smallest possible market; (2) demonstrate a strategic competitive advantage; and (3) recognise that the ‘customer owns your arse’. This THOUGHT addresses the second of these rules. It would be no surprise to readers that IKEA is the largest furniture retailer in the world. Total revenue for IKEA is now approaching 40 billion euros per year. As it happens, I hate IKEA and will never enter an IKEA store again. Interestingly,  IKEA doesn’t care where…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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