The Secrets of Success in Marketing

40 PART 1 Closer to your customers: the true measure of success

collaboration and expression in the workplace, encouraging

employees to communicate their creative thoughts through

blogs and other media. Informal networks like this can

create company-wide ‘thinktanks’ and encourage an innova-

tion culture. By encouraging and recognising creativity and

collaboration, you can create an innovation network that

extends throughout the organisation. It’s important to rec-

ognise that innovation sources don’t have to stop at your

own boundaries. By encouraging a sense of community on

your website, you can capture the knowledge and