At the EFMD Annual Conference, Andrew Crisp, Director of CarringtonCrisp and Tracey Horn, Head of Communications and Marketing at Cambridge Judge Business School, gave an excellent session on the various opportunities that digital marketing can offer to the promotion of business schools. Andrew began his talk stating that digital marketing gives school the chance to do more personal marketing. Just one advertisement can have hundreds of variations and be tweaked according to the response. It’s a completely different mind-set from having a single advert in one newspaper for one day. With personalisation also comes the need to differentiate, as well as to say something different from all the other business schools vying for a student’s attention and attendance.
Category Archives: Marketing
Speaking as a guest of Professor Rajiv Lal at the Harvard Business School, Monsieur Jean Jacques Lebel, outlined the logic behind the universalization strategy that L’Oréal has been implementing throughout the French cosmetics firm. This policy aims to leverage the advantages of having a global brand and adapt them to emerging markets in order to give new consumers a product that they feel in relevant and adapted to their needs. Continue reading
BOOK REVIEW: “Value Merchants: Demonstrating and Documenting Superior Value in Business Markets” by James Anderson, Nirmalya Kumar & James Narus (2007)
Salesmen require more gravitas than the power of persuasion and price cuts to make consistent sales to their customers. In order to sell a product or a service, a company has to take a multidimensional role as a value merchant, rather than a salesman. In fact, it is this very shift of the role of sellers that outlines what customers are looking for in terms of product or service offerings of the highest value (their perception).