The 4 Cs - Customer, Cost, Communication, Convenience - are a very useful tool. They help you to define and target niches in a way that’s similar to audience segmentation, but with more of a focus on the marketing mix. The 4Cs enable you to understand what a consumer truly needs from your product or […]

Every product has a lifecycle. Understanding that lifecycle is very useful when it comes to marketing a product. Different stages of a product lifestyle require different marketing strategies. When you know which stage your product is in, you will be able to make good, informed marketing decisions. Every product lifecycle is different, but there are […]

I am over the moon to announce that my book ‘Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing’ has won not one but TWO Global Ebook Awards! This brings its total of prestigious awards up to four. Back in May, it won Sales & Marketing Book of The Year at the Business Book Awards, […]

In my last blog, I spoke about how you can use data and market research to get to know your customers. Today, I’m going to tell you one of the best ways to put what you’ve learned to work. Customers want to be treated like the people they are, not like data points. So, to […]