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CCME Commentary

Welcome to the CCME commentary series. These commentary pieces are written by Dr. Laurence Ashworth, Senior Network Associate for the Council for Chief Marketing Executives.

An introduction to the series from Laurence:
First, I’d just like to provide you with a quick overview of how I plan to proceed with these commentaries. I plan on doing two broad types of commentary: fundamentals and analysis. Fundamentals will discuss one or two key points about some fundamental marketing topic, such as segmentation, promotion, etc. For the Analysis topics, I’ll provide my thoughts about a specific current marketing issue, such as an organization’s new promotional campaign, a trending topic, etc. I’ll try to provide a balance of Fundamental and Analysis topics. However, if there is any particular issue or point you’d like me to comment on, please do not hesitate to ask.

Customers Know It, but Do You? Critical Issues in Measuring Customer Satisfaction

March 11, 2016

Many organizations like to know how satisfied their customers are.   And rightly so.  Satisfying the needs of a target market is, after all, the basis of marketers’ success.  Customers’ decisions to purchase and to continue purchasing are predicated on the ...

Canada Post’s Marketing Problem

January 31, 2014

Canada Post appears to be dealing with its financial woes in two primary ways: cutting costs (by reducing service levels) and covering costs (by raising the price of postage). At first glance these measures appear reasonable in that they address ...

Don’t Miss the Mark! How to Think about Segmentation and Your Target Market

December 15, 2013

Segmentation is at the heart of all marketing efforts. No marketing effort can really begin until the marketer has some sense of whom they are targeting and what those individuals value. But how do we describe and characterize that target ...

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