Getting product and marketing teams on the same page is critical for a ... April Dunford's positioning framework, outlined in her book Obviously Awesome, has inspired most of my work at SharpStance.

In turn, that helps to create customer commitment to your business. A well-formed framework should give all company stakeholders—from Product and Marketing to Sales and Customer Support—a better sense ...

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally. As the owner of some of the world’s ...