Quick Guides

Quick Guides offer condensed versions of our Best Practice Guides for marketers short on time.

Quick Guide to Product Strategy and Marketing

This quick guide looks at the increased role of product strategy and marketing caused by growth in direct-to-consumer propositions and products-as-a-service. It provides marketers with a practical guide to the essential principles, processes and practices surrounding these increasingly critical areas.

Quick Guide to Customer Retention

This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.