Archive for direct marketing
The Soft Sell Partnership – What Does that Mean?
Posted by: | CommentsIn our book, The Heart of Marketing, we say that the buyer/seller relationship should be experienced as a co-creative partnership, both sides creating the transaction spontaneously as they interact with one another.
That’s all well and good, but just what is a partnership? What does it look and feel like and how does it function?
Most understand partnership from an external reference, that is the division of tasks, or shares, or legally defined commitments and responsibilities usually spelled out in the form of a contract.
But what are the internal elements of a partnership—the physical, emotional, psychological, and spiritual dimensions that make a partnership real and effective? Read More→
Abundance or Scarcity – Which?
Posted by: | CommentsA silly question, right? Abundance any day.
However when you look at which of the two possibilities the marketplace values most it’s all based on supply and demand.
According to the market theory of supply and demand, goods which are scarce—diamonds for example—are valued more than abundant ones—common stones. We equate value with scarcity.
All you need to do is go to your local gas station to experience the case of value equals scarcity in the rise in dollar price due to the genuine or fabricated shortage of supply.
And people are wiling to pay millions for artwork that is considered rare that would astonish the artist who often saw very little in the way of cash for his or her work when they were alive.
Why is that? Read More→
