MOT – Moment Of Truth

What is MOT – Moment Of Truth? Jan Carlzon, president of Scandinavian Airlines, defined the ‘Moment of Truth’ in business with this statement: “Any time a customer comes into contact with a business, however remote, they have an opportunity to form an impression.” The MOT is the most important step to identify in the Customer …

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Focus groups

The best way to know and understand your customers is to ask them the right questions. A focus group is a gathering of deliberately selected people who participate in a planned discussion about a particular topic or area of interest in an environment that is interactive and receptive. The process: An interview conducted by a …

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The aim of marketing by Peter Drucker

Peter Drucker (1909-2005) was the author of more than three dozen books, translated into almost as many languages.McKinsey Quarterly said: “In the world of management gurus, there is no debate. Peter Drucker is the one guru to whom other gurus kowtow.” Drucker saw marketing as a core responsibility of management.He said:“Marketing is so basic that …

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Digital Marketing

Definitions When talking about Digital Marketing, many people focus on SEO and Social Media. And sometimes, only on one of these two. Digital Marketing is way bigger than that. It is an element in the Marketing strategy. Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also …

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Digital Strategy

Definition Digital strategy is the application of digital technologies to business models to form new differentiating business capabilities. In the future, all business strategy will integrate digital strategy. Digital strategy focuses on using technology to improve business performance, whether that means creating new products or reimagining current processes. It specifies the direction an organization will …

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