Writing a Good Concept Requires Focus

Martha Guidry, author of Marketing Concepts that Win discussed her book at “Spring Into Action”, the New England Marketing Research Association conference last week in Waltham, Massachusetts. One of the most common problems she sees with marketing concepts is that they lack focus: they often blur the line between a core idea concept and a positioning concept, and they often include so many benefits and features that they test well but perform poorly in the market.

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