Advertising Campaign
Drive sales by getting the right message to the right people in the right way at the right time
AIDA
Really understand the buying process so you can sell effectively
Asymmetric Information
Be more informed about negotiations and business transactions - understand your advantages and weaknesses
Balanced Scorecard
Get a rounded view of performance, not just the financial numbers
Better Outbound Marketing
Get your business noticed and generate sales revenue by actively promoting it
Bounded Rationality Model of Decision-Making
Understand the reality of how you, and others, make business decisions
Brand Loyalty
Increase your revenue by growing a solid base of repeat customers that will buy from you instead of your competitors
Brand Management
Successful brands are around for a long, long time and can make companies worth hundreds of billions of £s
Branding
The best brands last generations and are worth building well. Get this right and your business will succeed
Business Innovation
Evolve your products and services to bring new opportunities for revenue and growth
Business-to-Business Marketing/Branding
Know why selling to businesses is not the same as selling to individuals, and do both better
Capability Management
Build “signature processes” that boost the bottom line and make it hard for your competitors to copy your success.
Change Management
Change management can be hard; master the key success factors
Co-creation
Don't just think you know what your customers want - start generating higher profits by working together with customers on products and services
Coefficient of Elasticity
Learn how demand and price works in the market - position your business for growth and profitability
Collaborative Planning, Forecasting and Replenishment
Reduce lead times by 18% by working collaboratively with your trading partners
Commercial Intelligence
Turn what you know about your market into new business opportunities
Comparative Advertising
Sell more by presenting your offer in a good light against the competition
Competitive Intelligence
Keep your friends close, but keep your enemies closer? Keep one step ahead by knowing what your competitors are doing
Concentrated Marketing
Choose a narrow customer focus, even for a time, you can drive up sales by 50% or more
Consumer Behaviour
Knowing what makes your potential customers tick is central to success
Continuous Improvement
If you are not doing things better your competition will be. You can lose at least 20% sales if you do not keep offering more to your customers
Coopetition
Smart companies work together to save money on some shared costs - but still stay fiercely competitive in other areas.
Countertrade
Cross-Elasticity of Demand
Your competitors' products can affect demand and interest for your products - know why this could happen
Cross-Functional Supply Management
Improve your responsiveness to customers by joining up your internal teams
Cross-Selling
Boost sales by up to 230% by making the most of what you have to sell
Customer Profiling
If you know who your potential customers are and what they need you can sell it to them. Doing it well can increase sales by over 40%
Customer Relationship Management
Whether your customers are one-offs or regulars if you treat them well you could multiply your revenues over the years
Customer Relationship Management Technology
Take advantage of new and innovative technologies to manage your customer relationships - and stay ahead of the competition
Customer Satisfaction
Research shows customers are more likely to spread the word more widely about a bad than good experience. Make sure yours is the latter
Customer-driven Strategy
Growth and profits need a relentless focus on customer needs - learn how to win out where other companies fail
Data Warehousing and Data Mining in Business
Get new insights into your customers and make smarter business decisions.
Database Marketing
A good database is central to modern marketing
Database Systems and Management
Manage your databases to get deeper insights into your staff and customers.
Demand Curve
Be more profitable and grow your business - make sure your products are in demand and that customers pay the best price
Differentiation
Be different. Get it right and you could achieve up to 66% market share like Red Bull
Digital Marketing
Sell at least 80% more - in the digital age you need to know where and how to sell on what platform. It is essential to get this right
Direct Marketing
Approaching potential customers directly can bring up to 80% more business
Diversification
New products and markets offer new revenue streams - learn how to identify and seize these opportunities
Due Diligence
Know what you are really buying or selling, and with who, with due diligence
e-Business
Your business could generate many mutliples more revenue by maximising your online capabalities
e-Commerce
It is essential that your online presence reflects your business well. Do it right
e-Marketing
Successful companies such as Tesco are able to achieve over 50% market share through their online activities
Emergent Change
Planned or not, change will happen in, and outside your organisation - understand this to stay on track
Empowering Employees
Your staff will work harder and be more loyal if they feel trusted and able to make some of their own decisions
Forecasting
Accurate forecasting is essential and will focus your business on achieving its potential
Franchising
Around 92% of all UK franchisees reported profitability over the last 12 months - generate additional revenue using proven business formats
Guerrilla Marketing
Could an unconventional marketing campaign be just what your business needs to get to the next level?
Improving Product Differentiation
Being different is essential to fulfil the sales potential of your business. Be sure to understand and exploit it
Income Elasticity of Demand
Train your staff to know why changing customer incomes might affect demand for your products or services.
Information Management
Be sure your business decisions are based on the right information
Knowledge Management
Knowledge is power. Be sure to manage the knowledge in your business well to achieve the results it is capable of
Learning Organisation
Experiences both good and bad happen every day in business - make sure yours turns them all into a positive
Lifetime Customer Value Analysis
The most successful businesses such as Google use this technique to make more money, more often and for longer
Long Tail
Similar to Pareto's 80/20 - approximately 80% spend will be covered by 20% of the suppliers and conversely 20% of the spend will be comprised of a long tail of suppliers - 80%. Whether you are a buyer or supplier you need to know how to manage this
Loyalty Management
Loyal customers and loyal staff can make all the difference to the success of your business
Market Positioning
Understand where the gaps are and make your product stand out from the crowd
Market Segmentation
Make more money by recognising the different needs of different customers and selling them what they want
Marketing Management
Make sure your business chooses the right target markets. Win new customers, keep them and grow your busines
Marketing Mix
Sell the right product, at the right price, in the right place, with the right promotion. And succeed where others fail
Marketing Myopia
Look at what you could be selling to people rather than what you currently have to sell them. Increase revenue opportunities
Marketing Research
Get ahead - and stay ahead - by knowing your market better than your competitors.
Marketing Services Procurement
Using a specialist marketer could be a quick route to raising awareness of your business
Marketing Strategies
Ensure your marketing strategy is primed to succeed
Monopoly
Know how to cooperate with powerful businesses to win more business.
Monopsony
Learn how to cooperate with large businesses to grow your sales and win more business.
Multi-Channel Distribution Systems
Start reaching multiple markets and customer segments to really drive growth and profitability
Multilevel Selling
Learn how multi-level selling has helped other companies to grow quickly and reach the masses
Narrowcasting
Expand your customer base and generate bigger profits using narrowcasting - one of today's most important marketing concepts
Need Satisfaction Selling
Truly understand your customers' needs - outperform your competitors and start generating superior profits
New Product Development
Know when and how to develop new products to add to your portfolio and drive up revenue
Niche vs. Mass Marketing
Select the right approach for your business to underpin your sales strategy
Oligopoly
Compete or cooperate with large businesses to grow your sales and start winning more business and contracts.
Outsourcing Innovation
Innovation is key to growth, outsourcing innovation can bring the ideas and expertise needed to kickstart new projects.
Paradigm and Paradigm Shifting
Price Discrimination
You may be able to charge different prices to different customer types and increase your profitability quickly
Pricing Decisions
Get this wrong you will sell nothing, get it right you can thrive
Pricing Models
Setting the right price is crucial in every market - make your choice well
Product Life Cycle
Understand this and you will unlock the best way to sell your product or service
Public Relations
How your business is viewed by the public, your potential customers, is critical to success
Quality Management
Buy cheap, buy twice. Garbage in, garbage out. Make sure your business is a quality business
Relationship Marketing
Retaining customers is cheaper and quicker than trying to get new business. Maintain your relationship with them however possible
Relationship Selling
Build strong customer trust and loyalty - and convert these into strong, long-term revenue
Sales and Marketing Alignment
It is critical for the sales and marketing messages that come from your business to be the same
Sales Force Effectiveness
Build a winning salesforce that knows how to boost the bottomline.
Sales Intelligence Solution and Sales Force Automation
Understand how best to manage your sales opportunities and maximise revenue
Sales Process and Sales Cycle
Every business sells in different ways and length of time. Make it as clear and short as possible to maximise revenue
Sales Techniques
Master different selling techniques to boost your sales and profits.
Scientific Retailing
Leading companies secure repeat customers by using scientific retailing techniques - learn how and start growing your sales and profit today
Search Engine Optimisation
With millions of websites online, SMEs can't afford to ignore SEO - start generating more web traffic and more sales to stay ahead of your competitors
Social Media Management
Learn how social media can help grow your business, reach new customers, and boost sales and revenue
Social Media Marketing
Use social media marketing to reach new customers, build your reputation, and boost sales
Strategic Alignment
Learn how to outperform the competition by matching your strategy and resources.
Strategic Business Units
If your business has different product or service lines you could make more money by treating them as separate business units which need their own strategic direction
Strategic Positioning
The right positioning can increase sales by up to 170% even in well populated markets
Strategy Map
Strategy maps are essential roadmaps to achieving growth and profits and to understand all your options and get ahead.
Successful Project Management
Running your business well involves many simultaneous projects - manage them effectively and ensure your business succeeds
Supply Chain Integration
Speaking to all of your suppliers regularly may open up collaboration opportunities which can save you money and maybe even open up new money making ventures
T-Shaped People
Targeted Marketing
Know who you customers are, what they want, and sell it to them. Do it right and you could charge up to a 30% premium
Third-Party Marketplaces
There might be a cheaper way to find your components or mass-sell your products via market places. Understand how they work
Total Quality Management
Deliver the best quality you can and your business can succeed
Value Based Pricing
What is the real value add of your business and how much can you charge your customers