Rethinking the chain: leaner, faster and better marketing

All companies worry about future demand and how to boost sales while also controlling costs. This article provides a step-by-step process to hopefully avoiding the worst pitfalls and getting the best from your marketing strategy, using the Ideas-To-Demand chain.

Rethinking the chain: leaner, faster and better marketing

Robert Shaw and Philip Kotler

Not a company in the world exists where top executives don't worry about future demand, or don't waste substantial money on ideas that were intended to boost or sustain profitable demand, but didn't. More than 100 organisations, in all sectors and sizes, took us into their confidence and spoke candidly about how they struggle to drive demand while at the same time controlling costs. We have distilled the essence of how the best differed from the worst, and encapsulated it into a performance-improvement framework that...

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