Search results for "event marketing"

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Why marketing should own pricing
Nov 24, 2016
Robin de Rooij, Oskar Toerneld

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?

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The promotion paradox: Avoiding the discount trap
Jul 17, 2016
Robin de Rooij, Oskar Toerneld

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.

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5 portfolio management mistakes brand managers don’t know they’re making
Apr 24, 2016
Anthony Kuo, Robin de Rooij, Oskar Toerneld

5 portfolio management mistakes brand managers don’t know they’re making

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.

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