Marketing & Sales

   
      

Marketing & Sales

An Interview with Andrew Lam-Po-Tang, the Former CIO and CTO of Fairfax Media
Interactive

Growth & Transformation

August 2015
Apostle brands like Apple, Amazon, and Starbucks represent a new class of brand winners. They also highlight important lessons for converting customers into diehard followers and ardent advocates.
October 2014
A new growth strategy is only as good as the people and organizational practices that support it. Here are five secrets that leaders can use to promote the cooperation and behavior that new growth initiatives require.
May 2014
A wave of technological and customer-driven change is creating a huge growth opportunity for companies that transform commercial functions, including marketing, sales, and pricing.

Pricing

July 2015
Brick-and-mortar retailers rely heavily on promotions yet often lack a strategic approach. Implementing a four-part solution can help increase promotion margins by 2 to 5 percentage points.
June 2015
Pricing capabilities are a source of advantage, yet most companies underinvest in them. We follow Composite Company, an amalgamation of real companies, on a successful pricing-enablement journey.
June 2015
Prices do not recognize borders. Manufacturers that lack strategies for combating cross-border arbitrage by sophisticated buyers can find themselves undercut or leaving revenue on the table.
May 2015
Many retailers struggle with pricing strategy, technology, and decision making. Some have trouble getting started; others rush in. Here’s a roadmap to avoid costly mistakes.
October 2014
Effective pricing is one of the best ways to grow organically, but few companies have a strategic approach.
June 2014
The leader of BCG's pricing war-games initiative explains how these exercises help managers better understand one of the most critical elements of improving profits.

Modern Marketing

July 2015
As programmatic advertising gains a growing share of the digital market, publishers that fully embrace this fast-rising opportunity benefit from revenue gains and a stronger long-term market position.

Going to Market in Developing Economies

June 2015
China has become a two-speed consumer market. The optimistic, “high-speed” market disproportionately consists of middle- to upper-middle-class and affluent households that are powering consumer spending.

Loyalty & Advocacy

September 2014
As the Chinese auto market enters a new phase, domestic and foreign automakers will have to work hard to secure the loyalty of current customers.
September 2014
Companies have struggled to measure the impact of word of mouth. BCG’s Brand Advocacy Index provides a strategic metric that measures advocacy with much greater precision than existing approaches do.
April 2014
Some companies generate up to 60 percent of revenues from loyalty program members. Clearly, boosting the “loyalty margin” can have a dramatic impact on sales and profits.
December 2013
BCG’s new measure of word-of-mouth recommendation offers companies powerful insights that deliver top-line results.