I never used to understand the appeal of Starbucks.
Before becoming an avid coffee drinker, I couldn’t grasp why the alternative atmosphere, odd ordering system, or premium (sometimes crazy) pricing was so appealing to so many coffee loving consumers. It all seemed like a bit much.
Everything changed for me while studying at university. A lack of in-school study space and a need for caffeine suddenly made Starbucks a whole lot more appealing. As both a newfound coffee connoisseur and a marketing student, I spent a lot of time thinking about what makes Starbucks so successful and came to appreciate Starbucks on a number of levels. Here a few of the top things I feel B2B marketing professionals can learn from the phenomenal success of Starbucks:
by Steve Gruber
Marketing is a pretty broad and encompassing area and at times as an industrial services company it can be daunting when considering where to start with industrial marketing efforts. At Venture Accelerator Partners, we have a number of industrial clients that we provide both marketing strategy and tactical assistance for, and I wanted to share some of our marketing recommendations with you.
by Sam Brennand
This past week I spent some time cleaning up my desktop and stumbled across an old folder of articles from a marketing strategy class I took while studying at Wilfrid Laurier University.
Despite a few painful memories of long nights spent reading lengthy HBR articles, I flipped through a few and came across an old favourite. Finding the Right Job for Your Product, originally published in 2007 in the MIT Sloan Management Review, is an article that resonated with me as a marketing student and still strikes me as being particularly poignant as a marketer.
by Marc DeAmorim
I recently attended a lecture on market analysis as part of the MaRS Entrepreneurship 101 lecture series. For those unfamiliar with the Entrepreneurship 101 series, it is a free weekly lecture series featuring key topics related to starting a successful business, aimed at social innovators, and technology and life sciences enthusiasts. Topics in the series include funding your business, marketing, recruiting, intellectual property and more.
This blog post will provide a brief recap on some of the main points of the market analysis lecture presented by Usha Srinivasan, Program Director at MaRS.