Marketing & Sales

Noise and clutter, unclear messages, the wrong audience or channel, language and cultural gaps and overload, plus how to get your message through.

Awareness, interest, education, trust, standing apart from rivals and creating desire: the goals marketing communication works towards, one by one.

Advertising, PR, sales promotion, personal selling, direct and content marketing and more: the tools in the marketing communication mix and their uses.

Weak market research, a fuzzy target audience, little innovation, overrated demand and underrated rivals: the factors behind most new product flops.

Relative advantage, compatibility, simplicity, trialability, observability and ease of communication: what decides how fast a new product spreads.

A better brand image, an edge over rivals, more loyal customers, easier compliance, lower costs and more innovation: why green marketing pays.

Build sustainability in, design eco-friendly products, stay honest, use real certifications, save energy and cut waste: the rules of green marketing.

Greenwashing, no common standards, complex eco-labels, sceptical buyers, short-term thinking and high costs: why green marketing is hard to get right.

A large, scattered and diverse market, farm-linked and irregular incomes, price sensitivity and seasonal demand: what makes rural marketing different.

Know rural buyers, research the market, check infrastructure, adapt the product, price right and build distribution: the building blocks of rural marketing.