All articles by Sam I. Hill
In commodity-goods markets, price is usually the only differentiator. But if you can brand those goods and bundle them with services, even bricks and sand can command premium prices. Here is how to turn commodities into branded goods.April 1, 1998
All Consumers Are Not Created Equal by Garth Hallberg. (320 pages, John Wiley & Sons, 1995)April 1, 1996
Loyalty to brands has been declining. But don't blame it on the consumers. A new, more analytical marketing model is needed, one that sheds more light on the myriad of customer needs and understands the value of relationships.