Robin de Rooij

Nov 25, 2016

Why marketing should own pricing

Pricing is part of brand communication, so why do so few marketers take ownership for the most neglected of the four Ps?

Jul 18, 2016

The promotion paradox: Avoiding the discount trap

A short-term sales boost may seem tempting, but is likely to do long-term harm. There is a better way.

Apr 25, 2016

5 portfolio management mistakes brand managers ...

From the risks of discounting to the risks of psychological price thresholds, the authors outline five pitfalls brands should avoid when it comes to managing product portfolios.