Marketing Strategy
Why Every Project Needs a Brand (and How to Create One)
Project leaders should frame projects the same way marketing managers frame branding efforts.
Project leaders should frame projects the same way marketing managers frame branding efforts.
Generating good innovation proposals from within the ranks of the organization is only the beginning. The more difficult part is creating a selection process that identifies which ideas to implement.
Project networks provide the expertise to handle complex, knowledge-intensive team projects.
Today’s collaborative and creative leaders engage in six boundary spanning practices.
We should aim not for faster information but faster decision making — not the same things.
The Web has made it easier than ever to reconnect with long-lost professional colleagues. Does it pay to do so?
There are three important ways in which customer relationship management (CRM) practices often fail.
Companies need to understand and manage the rising threat of online public complaining.
Managers must understand which competencies they can safely outsource and which they should manage internally.
Outsourcing complex product development work subjects companies to significant uncertainty.
Companies should organize their service innovation processes to be more open to external ideas.
Increasingly, innovation is being applied to the development of new service offerings, business models, pricing plans and management practices.
Internal knowledge markets can facilitate information sharing within large organizations.
Once managers grasp the patterns of employee interactions, they can reduce network inefficiencies.
The authors make the case that a shift in risk management approaches is needed.
What’s smarter: To charge separately for extras — or to combine all charges into one total price?
Organizations need to value the “soft side” of customer management: emotions, trust and control.