Offer Rationalisation: Making Sense of an Offer Portfolio

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Offer Rationalisation: Making Sense of an Offer Portfolio

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Research Abstract

Many organisations in today’s difficult economy are reassessing their services portfolios to make sure they are maintaining a set of offers that can maximise both relevance to their customers and their own financial performance. This ITSMA Europe briefing reviews best practices among European marketing organisations in offer and portfolio management. The briefing addresses such issues as identifying customer needs, rationalising a part of the offer portfolio, creating a momentum for change, and developing techniques to manage the internal and external rollout of new offers.
Covering the full process from initial motivations for change through the ultimate roll out process, this briefing provides a reference point for any marketer involved in managing a service or solutions portfolio.