andreweverett360 Book Review, Marketing

B2B Institute’s B2B Trends

2030 B2B Trends: Contrarian Ideas for The Next Decade

by Peter Weinberg and Jon Lombardo, The B2B Institute

The B2B Institute published a 43-page PDF on what they foresee as the three major trends in business-to-business marketing: (1) a greater emphasis on building long-term brand equity; (2) greater consistency in creative execution; and (3) a shift from hyper-targeting to broader reach within categories. Some of the ideas presented in this paper will sound familiar to anyone who has read the work of Ehrenberg-Bass Institute or the work of Les Binet and Peter Field. Continue reading “B2B Institute’s B2B Trends” →

andreweverett360 Book Review, Marketing

Marketing and the Bottom Line

Marketing and the Bottom Line

by Tim Ambler

Tim Ambler (now retired) was a professor at the London Business School. He was unique in that he was a marketing professor who was also a Chartered Accountant. Ambler contends that boards of directors should devote more attention to marketing. He puts a particular emphasis on brand equity and innovation.

“The point is simple: if you want to know what your future cash flow will look like, investigate where it comes from—the market… Survival depends on basic wealth creation. And wealth creation depends on how healthy the marketing is… Securing customer preference opens up the main cash flow for every business.” Continue reading “Marketing and the Bottom Line” →

andreweverett360 Book Review, Marketing

How Brands Grow

How Brands Grow

by Byron Sharp

This excellent, clearly-written book is based on empirical research covering market share, brand equity, price promotions, and advertising. It includes some counter-intuitive conclusions regarding customer retention, loyalty programs, segmentation, and competitor differentiation. Byron Sharp is the director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Continue reading “How Brands Grow” →