In this extract from his new book, The Choice Factor, Richard Shotton delves into the world of bias.
Category archives: Marketing
Thinking B2B: Marketing myopia in B2B
by Warren Moss. The purchase decision is made based on the solution to the problem, not the tool that solves it.
Back2Basics: True importance of value-based pricing
by Mark Eardley. Flying blind on pricing always has two ugly consequences: sales are lost to fractionally cheaper competitors or deals get done at miniscule margins.
Brand Culture: Comparative advertising & brand-building
by DK Badenhorst. It’s argued that comparative advertising is an ineffective way of building brands but sometimes it does work.
#MRW: Major trends disrupting market research execution & delivery
Cheryl Hunter’s weekly wrap of the latest market and consumer research: market research trends; controlling crises and parenteral packaging.
Only Connect: B2B influencer marketing — a first primer
by Bradley Elliott. The first step is to fully appreciate the significant differences between B2C and B2B marketing.
#Marketers: Gumtree’s Claire Cobbledick on leadership
by Julie Pughe-Parry. In Q1 2017, Claire Cobbledick had her leadership skills put to the test, following a disastrous redesign of the Gumtree SA website.
Charging for PR proposals
by Michelle Cavé. Should PRs hold onto our trade secrets until it’s paid for, or should we accept that providing strategic proposals is the cost of doing business?
Market Research Wrap: Greater adoption of entry-level smartphones
Cheryl Hunter’s weekly wrap of the latest market and consumer research: shaking up the smartphone category; awareness impacts naturally derived sweeteners market; and US drives wine sales.
Fair Exchange: To build credibility, balance theory with walking the talk
by Erna George. What’s the use of good thinking that can’t be implemented?