The incalculable benefit of not going backwards

Companies allocate significant marketing funds and set annual marketing objectives, and every one of those objectives is set in terms of some measurable market gain: more sales, more share or more both.

The incalculable benefit of not going backwards

Jeremy Bullmore

Jeremy Bullmore argues that reinforcing existing attitudes may provide the greatest return on communication investment, despite being the most difficult to measure

LET’S INVENT a market: an established, low-tech, low-cost, repeat-purchase market. Let's call it the greeby market.

Greebies are used in more than 80% of households and are bought, on average, every three weeks. There are five competing national greeby brands, with market shares ranging from 36% to 9%. Most big retailers have their own-brand greebies. By volume, the total greeby market has been almost static for the...

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