Figuring out the value proposition for your new product or service is the first step in any marketing plan. It communicates to your customers why your offering is worth purchasing. If you can’t ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...

Opinions expressed by Entrepreneur contributors are their own. In The Marketing Plan Handbook, author Robert W. Bly explains how you can develop big-picture marketing plans for pennies on the dollar ...

It’s human nature to reflexively categorize and sort the information we encounter in our daily lives. To influence the way prospective customers understand your brand, you must present it in a way ...

Opinions expressed by Entrepreneur contributors are their own. If you’ve been in marketing for a while, you know that there are at least a dozen ways to construct a positioning statement for your ...

Value propositions and positioning statements are part of marketing strategies designed to differentiate companies from their competitors. A company's value proposition describes the benefits of its ...

Louise Cole, CWC, RLP, CFP®, managing partner of The Heritage Group of North America, introduces herself as an "affluenziologist" who helps people transfer their values as well as their valuables to ...