Over a decade ago Starbuck's went from a niche market in Seattle to become a household name. They did this by selling extraordinarily high quality, $3 cups of coffee in a world where a cup of Folg
I'm not saying that the US car manufacturers are small business. They're not, they're very, very large. However, I think that small companies can learn something from the miscalculations that Ford
In marketing, a "whole product" is a generic product (sometimes called the "core product") augmented by everything that is needed for the customer to have an truly superior expe
In order to advertise your product in a way that communicates with your target customer, you need to understand their problems and make sure that you're delivering a solution. Sma
Beware the market research company that does all types of market research. Most companies don't actually do all types of Market Research at all, least not well. And t
Credibility is an issue for all businesses, but it's especially critical for a small business (or relatively unknown company - especially in what most consumers believe to be a mature product marke
I'd thought that toilets were pretty much a commodity product and that most were purchased primarily on price. But on a recent trip to Tokyo, Japan I experienced something that completely cha
In order to advertise effectively, a company must know how many of their customers, or potential customers fall within a standard population of 1000 people (or some measure of likelihood of bumping
Once a person knows something, it's hard to remember what it was like to not have that knowledge (or know-how). In the book Made to Stick by Chip and Dan Heath, they describe the way that m
