by Jeanne McKirchy-Spencer
While in a meeting with a colleague, an interesting discussion emerged that I think has relevance for many of us. You tell me. In my opinion, the confusion over strategy and tactics remains one of the biggest challenges in marketing practice today. I’ve lost count of the number of times I’ve heard...
by Jeanne McKirchy-Spencer
This summer my colleague Peter Charlton and I were part of a panel discussion at the Business Marketing Association conference on The Convergence of PR and Marketing — a topic I suggested due to the rapid fusion of disciplines and its surrounding confusion. Purists in either camp will decry ownership over this aspect or that aspect, but in actual fact, the evolving role of the web has altered standard definitions of each activity to the point where there is considerable overlap, if not an all out shared domain.
by Jeanne McKirchy-Spencer
Product engineers and service conceptualists believe all differentiation emanates from them. Marketers think they add the secret ingredient through positioning, messaging and tactics. Sales people believe its all in the pitch. In reality, differentiation has its own lifecycle. Avoiding any of the significant phases of that lifecycle can result in a failed product or service. In this article, we’ll provide a brief overview of the lifecycle and the benefits you can experience by embracing it.