by sitemanager | Jun 28, 2019 | Uncategorized
In 1990, Robert Blattberg published Sales Promotion Concepts, Methods, and Strategies with Scott Neslin. A couple years later, I was eager to get a copy. The book is still on my shelf. The imprint on the first page says: “NU BOOK STORE AUG92 $59.65.” In...
by sitemanager | Apr 19, 2019 | Uncategorized
Some colleagues have called the Market-Share Analysis: Evaluating Competitive Marketing Effectivenessthe “Bible of Middlegame.” I haven’t really tried to dispute the claim. The text by Lee Cooper and Masao Nakanishi is truly a ground breaker for me and...
by sitemanager | Feb 23, 2019 | Uncategorized
We’ve recently connected with Sandy Jap, a Sarah Beth Brown Endowed Professor in Marketing at Emory University, to expand our thinking about transferred demand. I don’t need to ramble any further about the importance of focusing on the concept of incrementality...
by sitemanager | Jan 9, 2019 | Uncategorized
Recently, a client pointed us to a Forbes article that has a lot of merit: “Overcoming the Pitfalls That Keep Brands from Growing in Developing Asia.” Published in early 2017 by Bain Insights, this article focuses on why Asia’s developing...
by sitemanager | Nov 29, 2018 | Uncategorized
In late 2017, Nielsen explained that online FMCG channels were less than ten percent of the total global retail market. However, as explained in “A Look at the Evolving Ecommerce Landscape,” the ecommerce sector grew so fast that it represented almost all of the gains...
by sitemanager | Nov 2, 2018 | Uncategorized
We have referred to the audit parallelogram a few times in this blog as Middlegame has devoted a lot of focus on assortment, pricing and merchandising for emerging markets. I thought it would eventually be a good idea to explain the audit parallelogram concept in a...
