Marketing Strategy Guides & Frameworks

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Target Group Selection | How to Identify & Reach the Right Audience

Introduction: Why Target Group Selection Matters In today’s competitive market, it’s no longer effective to aim your marketing at everyone. Precise target group selection is essential to ensure that your message reaches the right people—those most likely to convert into customers. Defining and selecting the right target audience helps businesses: Optimize marketing spend Improve message […]

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What Is Net Promoter Score (NPS)? | A Complete Guide for Marketers

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

Introduction: What Is Net Promoter Score (NPS)? The Net Promoter Score, or NPS, is a popular customer loyalty and satisfaction metric used by companies around the world. Developed by Fred Reichheld in 2003, NPS is based on a simple question: “How likely are you to recommend our product or service to a friend or colleague?”

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The Three R’s of Marketing | Reach, Relevance & Relationship Explained

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

The Three R’s of Marketing: Reach, Relevance & Relationship In a world where customer attention is limited and competition is fierce, successful marketing is no longer just about exposure—it’s about meaningful connection. That’s where the Three R’s of Marketing come in: Reach, Relevance, and Relationship. These principles provide a powerful framework to help brands not

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Understanding Internal Organization in marketing – Ivory Tower Structures

Marketing Strategy, Strategy / Max van Gurp

In today’s fast-changing business world, internal organization can make or break a company. While some businesses thrive by integrating departments and focusing on the customer, others suffer from outdated, rigid structures. These are known as Ivory Tower Organizations — traditional, hierarchical models where decision-making is centralized, departments work in silos, and customer needs often come

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What Is a Marketing-Oriented Organization?

Marketing Channels, Marketing Strategy, Marketing Terms / Max van Gurp

A marketing-oriented organization places the customer at the center of all business decisions. Marketing is not just a department; it’s a philosophy that drives strategy, product development, communication, and operations. This type of organization continuously gathers market intelligence, responds to customer insights, and adapts proactively to changes in the environment. Traditional vs. Marketing-Oriented Models Ivory

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What Is Transactional Marketing? | Short-Term Strategy Explained

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

While long-term loyalty and personalized engagement are trending in marketing, many businesses still rely heavily on quick wins and high-volume sales. This is where transactional marketing comes in. Transactional marketing is a short-term, results-driven strategy that focuses on maximizing individual sales rather than building long-lasting customer relationships. It prioritizes volume, conversions, and price-based promotions over

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What Is Relationship Marketing? | Building Long-Term Customer Loyalty

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

In today’s hyper-competitive digital landscape, customer acquisition is no longer enough. Brands that thrive aren’t just chasing clicks or conversions, they’re building relationships. Welcome to relationship marketing: a long-term strategy focused on fostering loyalty, trust, and emotional connection between brands and their customers. But what exactly is relationship marketing? Why does it matter? And how

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What Is Micromarketing? | A Complete Guide with Examples & Models

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

In an era of personalization, micromarketing has become one of the most powerful approaches to connect with the right people — not just more people. Unlike mesomarketing (industry level) or macromarketing (society level), micromarketing focuses on the individual. It’s where marketing becomes personal, local, and highly relevant. In this guide, we’ll explore: What micromarketing is

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What Is Mesomarketing? | A Complete Guide with Examples & Models

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

Marketing doesn’t operate in a vacuum. While micromarketing targets individuals and macromarketing focuses on entire societies, there’s an important middle layer that often gets overlooked: mesomarketing. In this article, we’ll cover: What mesomarketing is How it fits between micro and macro Real-world examples Why it matters in strategy and policy Common challenges and implications What Is Mesomarketing?

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What Is Macromarketing? | A Complete Guide with Examples & Models

Marketing Strategy, Marketing Terms, Strategy / Max van Gurp

Marketing is often seen as a tool businesses use to sell more products — but that’s only part of the story. While micromarketing focuses on tailoring offers to individuals or niche groups, macromarketing zooms out. It explores how marketing practices impact society as a whole. In this blog, we’ll explore: What macromarketing means How it

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