The Marketing Bureau

Segment Migration: Where Your Customers Were, Where They Went, and Why
by Mark Klein, PhD

Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue.  Mark Klein shares his knowledge and insights into this key aspect of marketing planning that deals with the core element of marketing practice – analysing, understanding and responding to human behaviours.

First Published on www.marketingprofs.com Read more >>

A 12 Step Guide.
Are you facing increasing pressure from your leadership team to justify your marketing decisions? Most marketers can no longer afford to make decisions based on intuition or gut feel. Today, making good decisions requires data. Data and technology enable marketers to act and react.

First Published on www.marketingprofs.com Read more >>

Despite signs of an economic recovery, most U.S. consumers are still spending money cautiously: Almost two-thirds of US adults (63%) say they have purchased more generic brands in the past six months to save money, while an additional 12% say they have considered doing so, according to a survey from Harris Interactive.

First published on www.marketingprofs.com Read more >>

If marketing is at the centre of the business universe, then the Brand is at the centre of the marketing universe.

Every customer and potential customer has a relationship with your Brand – good or bad but never indifferent. This relationship does not simply influence purchasing behaviour, it dictates it. Your Brand franchise is the sum total of every tiny “behaviour” in which your Brand engages and each of those behaviours will either add to or detract from the relationship with your customer or potential customer. Read more >>