The key theme is that in one way or another, price will always be part of your competitive offering. What is important for long-term success is how you define the role price plays. It needs to be the best role for your business, in line with the shared values between yourself and your customers.
The Australian government’s announcement has finally given Australian businesses a formal framework they can point to in international business, marketing and negotiation, overcoming the competitive disadvantages from the years of being seen as a leader against environmental change as a result of the former approach to the Kyoto Protocols.
I have just finished hosting the Asia-Pacific Incentives and Meetings Expo Leader’s Forum on sponsorship held in Melbourne. Julian Moore from SMS and Ryan Brown from Variety gave the group of event and meeting managers some wonderful insights into sponsorship. One of the discussion points concerned pre-packaging sponsorship in the gold, silver, bronze format (or [...]
Putting all of your communications into the marketing category is running the risk of focusing on product to the detriment of relationships and reputation external to the product.
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