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Smarter Marketing

SmarterMarketing is a 3-stage programme that will enable you and your organisation to create effective marketing communication that is accountable and generates both extra sales and revenue growth.

These building blocks will give you the very essence of what you need to help you control your market, your staff, your agencies, your suppliers, and therefore your business, better.

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Why have we done this site? The quest by companies for growth and scale is contagious. There is an all out drive for globalisation, increasing automation and super power control in the interests of economies of scale. The rate of change and pace of change is fast. Yet there is an inverse relationship between size or scale and the personal touch. With all this globalisation and automation, the individual customer can often feel unimportant or insignificant. This is a compromise that professional marketers should fear, an issue that must be addressed.

It's a concern that is actually the responsibility of all senior management. Yet marketing has more impact (than other business activities) on developing competitive advantage and must drive the business agenda to deliver more corporate value. So a lot rests on the marketers' shoulders. The finger of responsibility and accountability is pointing very much at the marketer's office. Some recent research collaboration between Professor Philip Kotler, PA Consulting Group, Marketing Forum Europe, Future Foundation Projects and Vox Pops International has identified some critical challenges...


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