In the sector of strategic marketing, it is common for CEOs and marketing middle management to be presented with unexpected but critical selling challenges that frequently have the ability to identify or affect the way forward for the company for a number of years. But incommensurate with the gravity of these choices, many of these critical emergency calls need to be taken without the chance to study the situation and make a comprehensively informed and considered call.

Such strategic calls taken on the heat of the moment are driven by contingency and barely turn out to once have been the best or the most ideal one feasible to address the circumstances.

For that reason, a much better approach is to be prepared for such contingencies by performing yearly complete reviews of markets and Continue reading →