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Featured Articles

Analysis of Negative Space

Taking a close look at what can’t normally be seen is very illuminating, and in marketing, the unseen is primarily competitors’ customers.  In the following article we describe a simple approach to create a view of this Negative Space in order to find sales opportunities with competitors’ customers.

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Customer-Centric Strategies for Growth

Too often companies become mired in business as usual and fail to truly understand customer needs. At best this leads to slow growth and average profitability, but it can threaten a company’s survival.  The following case study shows how to develop a customer-centric strategy and get back on track for sales and profit growth.

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More Effective Key Account Marketing

Key accounts represent an increasing share of the market and are becoming more demanding.  Many companies create some form of a key account program, but it is usually reactive and often disjointed.  Read about our ideas on how to develop more effective key account programs and “win” in the market place.

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