Thinking Frameworks: Structured Ideation Processes for Marketing Strategy Development
A Thinking Framework is a structured approach to support strategic ideation (i.e. the act of thinking creatively about marketing strategy). It provides a process for combining empirical data and models with management's "intuitive" understanding of the marketplace. Once integrated, the information can be transformed into a decision-support toolkit.
Brand Strength and Price Sensitivity: A Foundation for Profitable Pricing & Promotion
What's the real value of a dominant market share? Are market leaders more likely to benefit from the manipulation of price and promotion? An empirical study highlights key findings.
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