Marketing is an oxymoron. On one hand, the fundamentals are deceptively simple: product, price, place, people and those other Ps we love to quote. Under the bonnet, it’s a complex machine of constantly moving parts; one which looks slightly different depending on the make and model of the business or industry in question.
As the American author Jeannette Walls said, one of the summer’s biggest benefits is the extra light to read by. In addition, of course, summer is synonymous with a well deserved two-week break, too - perfect for catching up on some reading time. It’s hard to know what’s worth your attention, though. There’s a lot of choice out there and your holidays are a precious chance to do read and learn with a clear mind. Often, your best thinking is done on holidays, so why waste it on a sub-par business book? But don’t worry, we’ve got your back. Below are a few crowdsourced book recommendations from The Marketing Centre’s marketing directors to help you find the perfect book for the holidays.
England’s performances in Russia have spurred a new wave of optimism. It’s indicative of the invigorating effect that international competition can have. For business owners watching the game, the tournament might also inspire them to think bigger. With the UK’s exit of the EU set for March next year and rocky economic times ahead, ambitious businesses hoping to grow or improve might need to look abroad. And marketing can be the catalyst for that growth. It’s not just about communications or reaction. Marketing plays numerous, crucial roles in establishing, exploring, nurturing and closing opportunities, as this article explains.
If you don’t have effective marketing, do you have a business? How will you ensure growth? Secure leads? Build brand awareness? How will you hold on to your existing customers, or bring new ones through the door? Without a complete and joined-up marketing strategy, businesses struggle to make sales – and eventually, to exist altogether. Marketing strategy is underpinned by marketing theory. Understanding marketing theory helps you, as a business leader, to identify the areas of your marketing that need work. It helps you assess the marketing work your agencies, suppliers and staff are doing, and grasp whether what you're spending on marketing is worth it. Marketing theory protects your ROI and helps your business survive and thrive. In this guide we'll be covering:
We’ve written before that it doesn’t matter which CRM is ‘best’, and that’s true to an extent - but there are still pros and cons to each. For guidance, we’ve drawn expertise from our network of marketing directors and partners to explore CRMs from the viewpoints of sales, marketing and IT - the three sectors most involved in implementing a CRM in the workplace. Our three experts will walk through the whole process of deciding what kind of CRM is suitable for your business - and then highlight what systems they chose and why.