Marketing in turbulent times

Most organisations do not fully appreciate the value of what they produce and this is evident in their marketing. “It is not so much the product itself, or the dollar value but the added value, the intangibles,” Dr Marcus Powe, RMIT University’s Entrepreneur in Residence, said. An intangible, for example, could be fantastic customer service. “One of the fastest ways a young company can grow its business is by having a bunch of dedicated customers talking to their friends and family about the great experience and service the company offers,” he said. Speaking to an audience of RMIT alumni, students and industry guests at a recent College of Business Enterprise Group forum, Dr P...