Share gains alone are insufficient to satisfy stakeholders for the medium to longer term – business leaders need to drive transformational growth
 

Effective Marketing Strategy enables businesses to constructively design and stimulate a more desirable and advantageous future - making them leaders rather than followers
 

Transactions involve, by definition, relationships – the nature and integrity of such relationships will determine the value and repeatability of transactions
 

Integrated Marketing programmes that recognise, understand, and holistically target the behaviours of, and relationships between, consumers, shoppers, and customers will deliver optimised ROI and competitive performance
 

An externally based “needs and desires” platform is essential for meaningful market scoping and structuring, visionary opportunity identification, and the design of compelling, competitive propositions
 

Weaknesses and constraints, if effectively and timeously identified and addressed, provide valuable scope for meaningful performance improvements often to the same extent that positive opportunities do. Together, I refer to them as 'PROBORTUNITIES', and they form the essential foundation for strategies and plans.
 

A desired change in performance requires a meaningful change in associated behaviour – consumer, shopper, and customer marketing objectives and strategies should be focussed on proactively stimulating such changes
 

'Real’ functional integration requires holistic, opportunity based, organisational design, skills development, and forward resource planning
 

Commercialised, Call-2-Action insight and foresight are fundamental to effective business management and strategic planning, with significant room in most organisations for improved ROI on research spend and resources