These are exciting times.  Prices are in flux.  Many companies are raising prices, some easily, others not so much, and still others find price increases unattainable.  How to make sense of all this?  Or, more precisely, what should a pricer do? As with every pricing decision, it is a strategic issue as much, if not…

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The conventional wisdom concerning the positives of branding business-to-business products is most compelling, as articulated by Hard University Prof. John Quelch. Quelch points out, in B2B Branding: Does it Work in the November 28, 2007, issue of Working Knowledge, the Harvard Business School’s on-line weekly newsletter, that among Interbrand’s 10 most valuable brands include Microsoft,…

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Try this thought experiment. You are the CMO for a top telco. Your company’s portfolio includes the expected assortment of wireless and wireline data and voice services sold to both businesses and consumers. Despite a brand-building budget of a couple of billion dollars per year, brand favorability is declining. Your CEO is becoming very concerned…

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One of the more interesting intellectual property lawsuits in recent years is starting to unfold as two IP behemoths — Apple and Cisco — square off over Apple’s new “iPhone.” The alleged issue is trademark infringement. What make this such an interesting suit is that it really isn’t about trademarks. There are deeper business issues,…

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Novices to marketing often think that cutting prices to grow market share is a sound strategy. Somewhere between high school and the ranks of senior executives, most people do learn that cutting prices to grow market share may succeed, but at the high cost of profits. Unfortunately, the caveat is “most people”. Some people have…

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