Why do many of the most successful companies spend only a small percentage of their revenue on marketing? And, how can you get your business into this enviable position? INSEAD Professor, Jean-Claude Larréché, has an answer… Momentum.

Vance Packard was not an advertising executive nor a marketer: he was a journalist. But, his book, the Hidden Persuaders, exposed the 1950s advertising industry.



In many ways, Hidden Persuaders provides the background scenery...

The last step in the sales process happens after the sale. But it is important to understand that there are after-sales tasks that, if they get forgotten or are not done well, will compromise the sale you worked so hard to achieve.

If you want long-term success in anything, you need a strategy. And this is never more so than with sales.

In many sectors – especially professional services, where I have had my career – sales are often made with the help of a written proposal. And, while this could be a course all on its own, here are a few tips and pointers.

This is a course about sales. And most salespeople have no control over the prices of the products and services they need to sell. So, I am not going to talk about the economics, strategy, or internal politics of setting a price. I want...

Many businesses are embracing Corporate Social Responsibility – CSR. There are many reasons for this, motivated by philanthropic and self-serving interests. But what standards do legislators hold these companies to? And what independent...

The Triple Bottom Line that I discussed in an earlier video suggests businesses focus on Profits, People, and Planet. So, what is the Corporate Social Responsibility toward our society (people)?

One way to understand the nature of an organization is as a process (the other is as a structure). In this video, we look at Organizations as Processes

Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...

In our video on Marketing Mix, the first of the 4 Ps was Product.

Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your custom
ers.
So,...

In our video on Marketing Mix, one of the 4 Ps was Price. So, let's look at pricing strategy.

In our video on Marketing Mix, one of the 4 Ps was Place.

How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.

Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (

Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing.



Maybe you looked at an online product and then, later that day, saw a...

I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a...

People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...

The internet has changed marketing and advertising. There are new rules, new tools, and new gurus. One of the first to see this coming, and craft new strategy and tactics, was Seth Godin.



I describe Godin as a Powerhouse of...

For some people, the idea of selling is scary, off-putting, even alarming. But, as a manager, you may sometimes be called upon to sell or help sell your organization’s products or services. But don’t worry. There is a straightforward...

A brand marketing plan is a plan for all the goals, activities, costs, and controls to promote a brand. So, how do we build one?

A marketing strategy refers to a business's overall plan for how to reach prospects and turn them into customers. A marketing strategy contains the company’s or brand’s value proposition, key messages, data on target customers, and other...

The job of marketing is to make potential customers aware of your products or services. And the Marketing Mix is consists of the different strategies for doing this.

Customer Relationship Management, or CRM for short is a simple idea. Learn about your potential customers, and use that knowledge to strengthen your relationship with them. Use your stronger relationship to sell them your products or...