Point of View: Desire versus need
Merry BaskinBaskin Shark
The old adage goes that if you give customers what they want, your company will grow more quickly than anyone else's. That may be true when marketing to the public, i.e. 'regular consumers', but does it work for agencies and their clients in the B2B world? At a recent strategy training course for planners, I was explaining the ideal declension of objectives and strategies. Start at the top with knowing the company business objectives, then move on to defining brand and marketing objectives and strategies coming out of those, and...