"Who's driving your market? You, your customers or your competitors?"
From market driven to market driving, this marketing programme examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers.
Designed to reinvigorate strategic marketing thinking, Market Driving Strategies moves beyond the current logic of market-driven companies such as "the customer is king" and "relationship marketing". Although listening to your customers is important, this marketing programme explains how you can also educate them to understand the leap in benefits you are offering, thus driving the market forward rather than letting it drive you.
This marketing programme focuses on a number of key themes including identifying overlooked customer needs, reinventing the marketing mix and delivering a leap in customer value. This marketing programme will help you and your company seek out vision, see opportunities where others do not and unleash market driving innovations that reshape your industry.
Traditionally, marketing focused organisations believe in being market driven. As a result of careful market research to investigate customer needs, they develop differentiated products or services for a well-defined segment. However, while customers can help to generate incremental innovation, they rarely produce the sustainable competitive advantage offered by a market driving strategy.
Market driving organisations use radical innovation to challenge existing industry conventions. By educating customers about their new offering, they can transform marketplace behaviour and create new markets from overlooked customer needs. Market Driving Strategies examines how enterprising companies can cultivate successful market driving innovations that deliver a leap in value to their customers.
This marketing programme suits senior marketing practitioners as well as general managers and leaders of dynamic companies.