Articles to download

Feel free to download the pdf format articles below:

"Promised Land"

Exploring how the "under-promise and over-deliver" tenet must make way for the superior alternative of Promises Management. Published in AMA'S "Marketing Management" magazine by Reg Price and Don Schultz
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"Two Birds with One Stone"

Introduces a disarmingly simple way to growth and profit from existing customers. Uses the two birds with one stone strategic logic which looks at how to create an outstanding customer experience by looking at "basics", a "spike" and their interplay with reliability.
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"Market Research- Making it Useful and not just Interesting"

Questions the traditional cross-sectional research approach which is often not very useful, compared to another method.
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