Featured Article

Don’t Underestimate the Strategic Value of the Humble Volume Hurdle

By Nathan L. Phipps June 30, 2022

The volume hurdle is one of the fundamental tools that all pricing professionals are exposed to. At least, it is if they earn their CPP (certified pricing professional) designation. For a given price change, a volume hurdle tells you the minimum change in volume that you must achieve in order to maintain the same (or higher) profit. For a price increase, a volume hurdle tells you how much volume a product can…

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In This Issue

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Trade Shows, Part 3: Maximize the Impact

By Tim J. Smith, PhD April 19, 2002

In the second article of this series, we explored a model to show the value of trade shows. While our model demonstrated…

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Trade Shows, Part 2: A Value Model

By Tim J. Smith, PhD April 18, 2002

Trade Shows are costly marketing efforts. They take sales people out of the field and restrict them to an 8X10 piece of…

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Trade Shows, Part 1: Show me the Value

By Tim J. Smith, PhD April 17, 2002

Trade Shows, Booth Duty, Event Calendar. Why do we do this? Where is the bang for the buck? If we are to…

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Marketing as Full Cycle: Jennifer Sherwood of Systems & Software

By Tim J. Smith, PhD April 15, 2002

According to Frederick Webster of Tuck School of Business, marketing is charged with three distinct areas of responsibility: (1) communicate to the…

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