By: Rogerio Domenge y Philippe Bisson
Implementing Customer Relationship Management (CRM) as a business strategy is a major decision that implies making changes to corporate culture, the attitude and way a company operates, and that affects everything from its processes and people to its goals and responsibilities.
By: Jorge Corona
Q Solutions
Today market research has been transformed into a confusing maze that forces us to become more precise in designing qualitative methodologies. It seems that we increasingly need more theoretical tools to be able to better understand the consumer’s mind, although this may not necessarily be true.
While analyzing the consumer’s perception of brands (needs to see himself reflected in them), the complexity of qualitative research methodology is not only evident in communication and psychology, but also in anthropology, sociology and even neurology. The objective is to seduce the heart and mind of the consumer.
Brand Positioning and Social Networks
By: Matthew G. Whitehouse
The concept of brand positioning, as well as its impact on the sale of products and services, has been a recurring theme in a large number of articles on marketing. However, the increasingly powerful presence of the Internet social networks and their impact on consumers’ purchase decisions has affected the positioning of both the brands and the companies themselves in an accelerated manner.
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