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 MANAGEMENT NEWS
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20:59 17/05/2008 |
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WEEK-ENDER
A NEW YAWN
We've had Gen X, Gen Y and the up and coming Gen Z, but marketers are identifying a new breed of 25-40ish year olds who are 'young and wealthy but normal', or YAWNS.
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WINNING NPD
VALUE CO-CREATION
Instead of coming up with products they hope punters will like, firms are getting them in on the act early and asking potential users to do the creative work for them; the idea appeals to demanding consumers but co-creation requires firms to abandon their most treasured management myths.
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CORPORATE INTELLIGENCE
SALES PEOPLE AS INFORMATION GATHERERS
They’re the employees closest to customers but managers are failing to exploit salespeople’s best asset - their insight into what consumers think; the qualitative data they provide is no substitute for crunching the numbers but it could at least save marketers costly mistakes.
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COMMUNICATION STRATEGY
BUILDING A GREEN MESSAGE
Once afraid that making environment-friendly claims would expose them to harsher press and pressure group scrutiny, companies have found that the right green message can make even an unscrubbed smokestack blend in with the trees. But it may be time to tone down green claims to consumers - and step them up to other businesses seeking sustainable supplies.
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