Posts Tagged ‘Management’


L’évolution a commencé il y a longtemps, mais c’est récemment que la communauté des professionnels du marketing B2B a vraiment réalisé le caractère fondamental du changement. Aujourd’hui, les décideurs d’un achat B2B ne veulent pas être importunés par des sollicitations de nature marketing ou commerciale et cela rend beaucoup de techniques d’approche des prospects inefficaces. Pour des raisons aussi bien rationnelles (la nécessité de faire plus avec moins d’effectif) qu’irrationnelles (une gestion du temps plus que problématique dans beaucoup d’entreprises),


A good white paper on modern branding

Minter Dial and Eric Mellet from The Myndset Company have recently published a very interesting white paper on how modern brand management can only be taken as a global way of managing the company. Although the thinking behind the modern concept of global branding has been known by (good) specialists for a while, Minter and Eric make it come to life very nicely in the current social and economic context. The key ideas can be summarized as follows; • The


If you believe that mastering Digital marketing and Web 2.0 are the hottest key success factors for the best performing corporations (those growing faster than competitors), you might have to reconsider. In a recent survey, Accenture polled 400 marketing executives from US, European, and Asian corporations with yearly revenue over $ 1 billion. The sample included companies with various business models; B2B, B2C, B2B2C. The survey provides lots of details and is worth reading in full depth (link provided at the end


Welcome to the Marketing Lighthouse Blog, a new blog on Marketing! Is this about one more blog talking about how consumers are different, about going Digital, Web 2.0, with may be a pinch of Enterprise 2.0 and Change Management? Well not really. My intentions are quite different; • First, this blog will focus on B2B • Second, this blog will focus on the management of marketing and of global sales, not so much on the specifics of the utilization of specific techniques (there will