Articles to promote critical thinking 

May 9, 2017

Commercial Excellence, simply put, is the achievement and maintenance of competitive advantage in all commercial activity – this covers the spectrum of activity typically classified under “marketing” and “sales”, and many supporting contributions from other functions such as production, finance, HR and distribution

Our previous post on the subject of Commercial Excellence has prompted a series of questions from readers that I h...

May 8, 2017

What is commercial excellence?

Commercial excellence is simply the achievement and maintenance of competitive advantage in all commercial activity – this covers the spectrum of activity typically classified under “marketing” and “sales”, and many supporting contributions from other functions such as production, finance, HR and distribution.

Commercial excellence is not another name for “Category Management”, “Shopper Marketing”,...

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