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General Management

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  • Brother, Can't You Spare the Time?General Management
    Though the recession may be drawing to a close, we are still dealing with the stark reality of very high unemployment rates. Many people have been without work for far longer than they ever thought possible; many others, meanwhile, still have their jobs but live in a state of anxiety ... more
  • Marketing-Performance Measurement Yields Competitive AdvantageGeneral Management
    Companies that have fully embraced marketing-performance have marketing organizations that make a more positive impact on business—and are more likely to be market leaders—according to a study conducted by CMG Partners and Chadwick Martin Bailey. more
  • Glamp It UpGeneral Management
    Warren Katz uses a post at the Elephant Bites blog to discuss the recession-driven microtrend of "glamping"—a freshly coined portmanteau for glamorous camping. In essence, its proponents want the low-budget benefit of a holiday in the great outdoors, but don't care to leave all the luxuries of home behind. "So, who ... more
  • Who Invited You?General Management
    Last summer, Morgan Stewart of ExactTarget quizzed 2,400 people on their attitudes toward marketing and made an interesting discovery. "70% of consumers who visit Facebook at least once a month and are a 'fan' of at least one company or brand, don't believe they have given those companies permission to ... more
  • Reports of Email's Death ExaggeratedGeneral Management
    While some believe that the rise of Twitter and Facebook has sounded email's death knell, Jordan Cohen, writing at the Pivotal Veracity blog, disagrees. He takes issue with statements like this one from the Wall Street Journal: "Email has had a good run as [the] king of communications. But its ... more
  • So, the Recession Is a Good Thing?General Management
    While acknowledging the damage this recession has done to the personal and professional lives of so many people, Freddie Laker also argues that our dark economic cloud has brought with it a significant silver lining for marketers. "I think this might be the best thing that has happened to our industry ... more
  • The Ho-Ho Heat Is OnGeneral Management
    "The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online," says eROI's Alex Williams in a MarketingProfs article on key takeaways from his podcast with Chad White of Smith-Harmon. As you experience this holiday season's campaigns ... more
  • Teaching an Old Brand New TricksGeneral Management
    Good news: You don't have to lose sight of your brand's tried-and-true persona to participate in the quest for deeper engagement at the new social sites. Just think of the social-media generation as a silver-dish serving of people who already want to talk to you; you just need to make ... more
  • Step Up to the Mic!General Management
    You might think the best time to launch a new product or service is during an economic golden age, when customers are plenty and eager to spend their not-so-hard-earned cash. But in a post at his blog, Seth Godin says it's much easier to challenge your industry's major players in ... more
  • Prepare to Face a Brave New WorldGeneral Management
    When dealing with the fallout from an economic downturn, we may try to find comfort in the idea that everything will go back to normal come the upturn. But what if we get there and realize "normal" isn't what it used to be? That may indeed be the case for brand ... more
  • Stay Tough, Stay TrendyGeneral Management
    Want to boost search results? Try benchmarking based on the latest trends, says Performics' Michael Kahn in a Chief Marketer article. An analysis by Performics of data from more than 200 paid-search programs uncovered some important shifts this past spring within many actively managed search campaigns; they could signal the ... more
  • Are You Paranoid Enough?General Management
    As the economy shows signs of an upturn, it may be OK to breathe a slight sigh of relief. But only a slight one. This story from the past will illustrate why. In 1983, with prime interest rates above 20 percent and unemployment rates approaching 11 percent, Jack Stack and ... more
  • Don't Jerk Me AroundGeneral Management
    If we asked you to describe the jerk in your office, we'd probably get an earful. Maybe it's a colleague, a boss or even the CEO. Perhaps we put up with their bad behavior because we think they're visionary leaders or they possess a specific skill set we can't do ... more
  • Daft Punk Plays HereGeneral Management
    It's not just the recession; the digital revolution has wreaked havoc on traditional music retailers, who can rarely match online juggernauts like iTunes or eMusic on price or convenience. "As of April," reports Amy Kaufman at The Wrap, "there were 185 record stores in the LA area, down from 259 ... more
  • Get Out On That Dance Floor!General Management
    "It seems to me that this is the time when marketers should be pushing the envelope, yet it seems like most aren't," says DJ Francis in a post at the iMedia Connection blog. Instead, he says, they are buying into several recession-marketing myths that could do them more harm than ... more
  • Caution: This is NOT a DIY ProjectGeneral Management
    While enjoying a recent meal out, Richard King got into a friendly conversation with a fellow diner about his work in email marketing. "After 15 minutes our discussion [came to] the famous question," he recounts at the EmailDirect blog. "'Why wouldn't I just do that in-house?' I quickly replied with ... more
  • Speaking of MarketingGeneral Management
    "Have you ever been in a conversation with other marketers," asks Beth Harte in a post at the Daily Fix blog, "and you get the sense that even though you are talking about marketing, sometimes you aren't on the same page about how marketing should work, be implemented or the ... more
  • Stand Up to Stand OutGeneral Management
    According to Madison Riley and Brooks Kitchel of Kurt Salmon Associates, retailers often respond to sluggish sales by slashing prices and hoping to beat the competition on value. But there's a problem. "Contrary to the common practice of deep discounting in troubled times," they argue, "competing on compelling products is ... more
  • Time to Turn This Ship Around!General Management
    "Reality dictates that business turnarounds require economic rebounds," says John Baldoni in a post at Harvard Business Online. "No leader can tweak his operation into success; you need customers to buy what you offer. But if you do not improve what you offer and how you offer it, you may ... more
  • Show Me the Numbers That CountGeneral Management
    "It's high time email marketers assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter," says Karen Talavera in an article at MarketingProfs. She recommends placing data into two broad categories to drill down to what really counts: Process Metrics—which are diagnostic in ... more
  • Low-Tech and Lovin' ItGeneral Management
    You probably invite customers to join your email list during their online activity, but do you have list-building strategies for offline interactions? Andy Sernovitz uses a post at Damn! I Wish I'd Thought of That! to suggest offline methods for generating permission-based subscriptions. Here are two low-tech options you may ... more
  • That's RoughGeneral Management
    You've just presented a rough cut of your latest television ad when an executive begins asking questions that demonstrate he doesn't understand the concept of a rough cut. "It isn't color corrected, the sound is uneven, effects are sometimes missing, and if there's music at all it's generally just a ... more
  • Take a Deep BreathGeneral Management
    "The business environment is shifting so fast these days that I'm continuously seeing companies jump from one idea to the next in some kind of frenzied attempt to force results to happen on their time line," says Ardath Albee at the Marketing Interactions blog. "If something doesn't work immediately, they ... more
  • Fight the Killer PhrasesGeneral Management
    "You feel a little jittery," says Paul Williams in a post at the Daily Fix blog. "Is it the presentation? Or the pot of coffee you drank this morning while rehearsing? You gather your laptop and index cards and head to the conference room." In his hypothetical scenario, your team ... more
  • 'Fine' Might Not Mean 'Fine'General Management
    Ask the typical teenager how his day went and you'll probably get a vague response like "Fine," or "Okay." Follow up with a specific question about a science test, however, and you might just get an earful about the teacher who has it out for him, an unfair grading curve ... more

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General Management marketing downloads for the busy professional

  • A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
    The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
  • B2B Marketing in 2009: Trends in Strategies and Spending
    Get the truth about B2B marketing in a tough economy from people who know the business best—B2B marketers themselves. Our special report, B2B Marketing in 2009, provides the most current research on trends in strategies and spending, and how they affect your business.
  • Benchmark Research: Marketing in the Economic Crisis
    These economic times have everyone concerned and asking, "How does this effect marketing?". Well we surveyed our very own members to help give marketers a sense of how others are dealing and adapting to these tough times.
  • Small Biz How-To Guide: Market Research
    Need to learn about your customers without the big price tag of market research firms? This guide on do-it-yourself market research will help you get the information you need to position your business without emptying the corporate coffers.
  • Small Biz How-To Guide: Avoiding Key Pitfalls
    Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success.
  • Marketing Metrics How-To Guide
    Metrics is the guiding light of your marketing efforts. Without measurements, you're operating in the dark. Make sure you are tracking the right metrics, and get tips on interpreting the data with this comprehensive guide.
  • SWOT Analysis How-To Guide
    This comprehensive, step-by-step how-to guide will help you assess the position in the market of your product or firm, by identifying the product's Strengths and Weaknesses, by considering the potential Opportunities the product has in the marketingplace, and by assessing the potential Threats posed by either the competition or the marketplace.
  • B2B Direct Marketing How-To Guide
    Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
  • Paid Search Advertising Template
    If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
  • Competitive Analysis Template
    A thorough competitive analysis is a critical component of a solid marketing plan. It is an exercise that will provide you with valuable insights to guide the development of your business strategy. This 20-page template will make the project quick and easy, and you can end up with a leg up on your compeition.

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