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Damen Jackson > Articles by: [email protected]

Understanding how consumers make choices and what factors influence a purchase decision can enhance your go-to-market strategies and messaging. You may even want to consider some research to provide clarity or get feedback on alternate marketing strategies. Several purchase decision models have been developed by marketing consulting firms and academics. For most of us, a […]
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Always start with strategy! And the best place to start is with brand strategy. Brand and trade promotion strategies that work intimately together drive sales growth for both the manufacturer and their retailer partners. Brand life stages dictate trade promotion strategies. Let’s define brand life stages this way: new-to-market brands (launch to 12 months); market […]
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Your sales trends have been OK, showing modest year-over-year growth. However, your leadership team wants to be more aggressive to boost market share. As head of marketing, you have come up with some ideas to attract new users. All systems go, right? Time out! It may be prudent to assess how much risk is involved […]
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