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Laurie Young: 1955 - 2013

Laurie Young, who died on 18th September 2013, aged 58, was a highly respected marketing practitioner, entrepreneur, consultant and writer. He was also a generous and much-valued member of Market Leader's editorial board and a regular contributor to its pages, as he was to Warc's series of Best Practice papers.

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This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

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This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

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This obituary is for Laurie Young, who died suddenly on 18th September 2013, at the age of 58. It covers his varied career in marketing, including his own company specialising in services marketing and his work as a consultant.

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When marketers who are experienced in the fmcg sector change to the world of B2B, many find it unnervingly different and difficult.

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Brand loyalty is a commonly-used marketing term which is not precisely defined or understood. Company after company has begun to focus on retaining existing customers as much as, if not more than, on gaining new ones.

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Modern businesspeople are bombarded with the idea that there is a continual need to bring new products or services to market to meet the changing needs of customers.

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Behavioural marketing is the systematic attempt to understand people using ideas, concepts and models of human motivation and action drawn from disparate fields including psychology, consumer studies and economics.

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The obsession with newness seems to have blinded many in the marketing community to the infinitely more valuable payoff of long-standing brands.

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In a world where added value services increasingly dominate, why is the marketing of technology services so underdeveloped, particularly in the B2B sector? Very little has been said about marketers who routinely deal with the work of engineers.

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This article tells the story of how, in post-war Britain, marketing spread from packaged goods to other business areas.

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This article discusses the importance of customer service in developing a brand. There is a rich history of brands where service has been an integral part of their success, from Josiah Wedgewood in the 18th century to Richard Branson's Virgin Airlines.

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Thought Leadership is a very successful marketing strategy employed by professional service firms in order to make money from their clients.

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Professional services, loosely defined as all types of business where knowledge is the barrier to entry, can be highly successful.

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Argues that too many marketers are content to stay within their own function and are reluctant to progress to a more senior level.

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Although the term 'brand equity' has entered common parlance, exactly what it takes to build and maintain strong equity is not always recognised.