Continuing the incursion into the most popular and used marketing models and tools, which can add value to managing and increasing marketing performance, we explore in this post the Ansoff Matrix.
Also called the product / market grid, the Ansoff Matrix, is a visual representation in the shape of a matrix that maps the growth strategies based on the type of product and the type of market. As a result, four strategies have been suggested, as it follows:
Continuing the brief incursion in the most widely known instruments and models used in managing and improving marketing performance, today’s post explores two concepts traditionally used in a strategy management context: the SWOT analysis and the PEST analysis.
Marketing as a discipline has benefited from the contribution of a great number of thinkers, both academics and practitioners. They have proposed several theories, models and instruments studied and used by people and organizations worldwide.
Marketing has been for some time one of the core organizational functions. Especially in today’s competitive global economy, the marketing capability is vital for success. As a result, Marketing Performance Management is gaining importance on marketers’ agendas, from both improvement and accountability perspectives.
In a context where marketing practitioners strive to measure the performance of their efforts, the search for new, innovative and simpler, measures that would not only lead to relevant results, but would also require less complex approaches, is of topicality. Introduced by Fred Reichheld (Ritson, 2009), the Net Promoter Score® (NPS) promises to be one of the most popular and employed approach to measuring performance in marketing.