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...

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