: About Me

The author is an independent marketing and sales consultant, with clients in the financial services and pharmaceutical arenas. He has enjoyed success over the past 25 years in senior marketing and sales management positions.

Mr.Houston holds a Bachelor of Commerce degree and several marketing designations from renowned institutions in the US and Canada.

He is presently consulting with a nutraceutical manufacturing firm in Beijing, targeting the Canadian, Australian and US markets.

Business > Marketing How market research can benefit you

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I recently contracted to develop marketing strategies for a small nutraceutical manufacturer and distributor. Prior to my appointment, the firm had previously contracted a "big name" marketing and communications agency for a six-figure fee. As one would expect, the "big name firm" conducted market studies, focus groups, surveys, product positioning, market segmentation, logo and tag line for the new brand. As big and professional as they purported to be, the marketing firm failed to suggest or conduct a very critical step in the research area...this would come back to haunt them and their ...

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