Top Tip

30 May, 2008

In uncertain economic times, businesses that reduce marketing spend to achieve a quick fix are usually misguided. Effective marketing can help organisations to cope with the problems of increasingly uncertain customers and come out in front. Firstly, changes in the market should be identified through market research, with the collection of

customer and competitor information. This information should be analysed and strategies re-aligned rapidly to meet new challenges. If this results in being able to add value for the customer, this should be communicated to them.

Any products or services that truly add value to their customers should be drawn to their attention through the most appropriate media, including advertising.

Dr John Rudd, marketing specialist at Aston Business School

Send your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Email or phone 01293 610225

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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Is blended Scotch overshadowed by single malt in retailers?

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