Articles and guides which relate to the use of price. With a focus on how it relates to marketing, creative and e-Commerce.
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Why read this? : We explore the key challenges in managing online store pricing. Learn the 3 key areas which shape your pricing plans. Read this to make your online store pricing better planned and
Why read this? : We explore an example marketing mix for a pizza delivery business. Grab a slice of all 7Ps of marketing in action. Read this to spark ideas for your own marketing mix.
Why read this? : We walk through the creation of an e-Commerce strategy for an example pizza delivery business. Learn how to identify opportunities, and plan capabilities. We share the key decisions which drive the
Why read this? : We explore how to look for e-Commerce growth opportunities. Learn which strategies work best for different sources of growth. We share how to identify your ideal customers, and how to position yourself
Why read this? : We look at how you work out which type of marketing agency you need. Learn the pros and cons of using generalist or specialist agencies. And the key expertise areas where you
Why read this? : Launching a new D2C store challenges functions like sales, IT and supply chain. We share examples of typical barriers they put up. Learn the types of objections you’ll get, and how to
Why read this? : We go line by line through our first online store profit and loss. Learn the key financial measures you should track when selling online. Read this to help inform the assumptions
Why read this? : The benefits of subscription models aren’t always obvious. We look at how different models offer different benefits like value, convenience and discovery. Learn what delivering these benefits means for your brand
Why read this? : You need a clear competitive strategy to succeed in e-Commerce. We explore what Porter’s cost leadership, differentiation and focus strategies mean for online selling. Plus, we share examples of each approach.
Why read this? : We look at how you can grow your business by providing digital services. Learn how to meet online customer needs in areas like information, entertainment and shopping. Read this to learn
Why read this? : We look at why those who say the 4Ps of marketing are out of date have got it wrong. Plus, learn from our alternative 4Ps of marketing what marketers actually do
Why read this? : Price discounts divide opinions in sales and marketing. We share why sales teams like them, and marketing teams don’t. Learn the basic finances of a price promotion, and why context drives