Phil Allen Articles

Sustainable Business Growth and Profitability with Customer Value Management - Click To Read Article
Customer Value Management is a comprehensive five-step approach to improving and sustaining profitable growth for any business.

The Integration of Innovation and Marketing Best Practices for Business Excellence II - Click To Read Article
During an economic down turn, marketing and particularly funds for innovation and growth are amongst those hardest hit. As new, profitable innovations are owned by marketing, whilst their financing comes from the ability for the current business to generate profits, there is an intimate link between marketing and innovation. Considering current business and innovation as distinct silos, managed in different ways by separate functions, may mean that the organization is missing a significant opportunity to maximize the skills, knowledge, resources and networks of the organization. Innovation Expert, Kevin Weir and Marketing Excellence Practitioner, Phil Allen explore how companies can keep their marketing and innovation machines turning even in tough times by taking a more integrated approach.

Customer Value and Key Account Management - Click To Read Article
Key accounts clearly are important, but they should not consume all the attention or resources of your business unit or company. There has to be a balance, such that non-key accounts do not become neglected, but also receive an appropriate level of service.

The Modern Marketer’s Milking (S)Tool - Click To Read Article
The three-legged (s)tool for marketing success: Segmentation, Differentiation, Implementation

The Integration of Innovation and Marketing Best Practices for Business Excellence III - Click To Read Article
During an economic down turn marketing and particularly funds for innovation and growth are amongst those hardest hit. As new, profitable innovations are owned by marketing, whilst their financing comes from the ability for the current business to generate profits, there is an intimate link between marketing and innovation. Considering current business and innovation as distinct silos, managed in different ways by separate functions, may mean that the organization is missing a significant opportunity to maximize the skills, knowledge, resources and networks of the organization. Innovation Expert, Kevin Weir and Marketing Excellence Practitioner, Phil Allen explore how companies can keep their marketing and innovation machines turning even in tough times by taking a more integrated approach.

The Integration of Innovation and Marketing Best Practices for Business Excellence Part1 - Click To Read Article
During an economic down turn marketing and particularly funds for innovation and growth are amongst those hardest hit. As new, profitable innovations are owned by marketing, whilst their financing comes from the ability for the current business to generate profits, there is an intimate link between marketing and innovation. Considering current business and innovation as distinct silos, managed in different ways by separate functions, may mean that the organization is missing a significant opportunity to maximize the skills, knowledge, resources and networks of the organization. Innovation Expert, Kevin Weir and Marketing Excellence Practitioner, Phil Allen explore how companies can keep their marketing and innovation machines turning even in tough times by taking a more integrated approach to innovation and marketing.

Surviving through troubled times demands Marketing Excellence - Click To Read Article
An economic downturn is not the time for companies to start cutting back on their marketing activities.

Pricing, Branding and Communications – Key Elements of Excellent Marketing - Click To Read Article
Inadequate attention to price and inappropriate pricing strategies based on poor understanding of customer need and value are eating away at companies' bottom-lines.

Marketing: Mumbo-Jumbo or Leading-Edge Business Strategy? - Click To Read Article
There’s a lot more to marketing than meets the eye and a lot more profitability to be made with value-based marketing applied to business to business and industrial products markets.


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