Daily Archive: February 10, 2024

Amazon’s bid to buy Roomba maker iRobot is called off amid pushback in Europe

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LONDON (AP) — Amazon called off its purchase of robot vacuum maker iRobot on Monday, blaming “undue and disproportionate regulatory hurdles” after the European Union signaled its objection to the deal.

The companies said in joint statement that they were disappointed but mutually agreed to terminate the acquisition. The deal faced antitrust scrutiny on both sides of the Atlantic, but most strongly in Europe, where regulators investigating competition concerns had been expected to issue a final decision by Feb. 14.

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Why managing your marketing is just as important as doing it

Has it ever seemed like your varied marketing efforts have been fruitless? This can feel particularly true for engineering businesses, which operate in a scientific and physical environment. Businesses like these sometimes struggle to leverage marketing communications and brand building for “soft” benefits like service excellence, increased customer satisfaction and a more respected reputation in the market. 

If you’ve ever been tempted to write off the entire function of marketing as “not worth the effort,” your sentiment would be understandable – but the premise is untrue.

It’s not that marketing itself is ineffective: as Peter Drucker said, “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation.” Rather, the culprit may just lie in a lack of alignment and coordination between your many, complex marketing components.

Simply put: maybe things aren’t gelling because they aren’t being well managed. And while most engineering businesses know that they must do marketing to grow, they often don’t know what exactly to expect from marketers inside the business, how to manage them, and how to rate their performance.

The truth is, anything worth doing is worth doing right. And that’s where good marketing management comes into play.

What is marketing management?

To make your investment in marketing count, it must be implemented well. While this sounds obvious, in our 20 years of industry experience, we’ve found that many engineering businesses concentrate so much on the communication aspect of marketing that they overlook the management required to maximise their endeavours.

Good marketing management ensures just that: assembling, orchestrating, and optimizing the most suitable resources for each task. Here are three things you can expect from a marketing manager worth their salt.

Three functions a skilled marketing manager masters


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