For marketing strategists, choice is no longer just a matter of competing products and services.
Companies now offer product-service hybrids that complicate consumer decision making.
In the past, cars were simply bought. Today, drivers also shop for leases, maintenance and financing. At a time when few employees value loyalty and many skills are in short supply, the ability to motivate freelancers and employees to continue working with or for your company is imperative. It's no accident that so many of our articles deal with motivation. Sandra Vandermerwe discusses how motivating customers to increase spending depends on understanding the value a company's products or services bring to its customers.