Choosing ‘who’ to target

Choosing ‘who’ to target

When thinking about which customers to target, companies should not try to please everyone. Instead, they should focus their scarce resources on attracting and retaining those customers who will deliver the greatest return for the company

Choosing ‘what’ to support

Choosing ‘what’ to support

To be successful, companies should choose which brands and products to support – and importantly which not to support – with the aim of focusing their scarce resources on those that will deliver the greatest return for the company today,