• 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

General Management: See all 122 items

General Management articles by the best and brightest in the field

• Start Smart: A 10-Step Social Media Guide for B2B Marketers by Christina "CK" Kerley
  There's no escaping it, marketers: Amid a flurry of headlines, bestsellers, and reports documenting social media's meteoric rise... the future has arrived. But for a B2B executive tasked with making sense of it all, wouldn't it be nice if the future came with a road map? Follow this 10-step guide. more
• Want to Better Manage Web Content? Five Questions for Your IT Staff by Ryan Stocker
  Well-run marketing campaigns must be supported by well-run websites to deliver rapid return on investment. By posing these five simple questions to IT staff, marketers can take on a more active role in ensuring a positive Web experience for visitors—delivering campaign results and, ultimately, corporate success. more
• Marketing: Beware of 'Outkicking the Coverage' by Laura Patterson
  Although football metaphors abound in business, this article explores the idea of "outkicking your coverage," which is when an overly strong player can actually be harmful to a team's performance. "Outkicking" refers to when an exceptional punter kicks the ball so far down the field that the runner for the receiving ... more
• Top 5 Elements of an Annual Business Plan by Donna Bletzinger
  It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds of pages or just a few. Whatever the volume, however, ... more
• Live Together, Suffer Alone: Understanding the Cross-Channel Mix (and Why Yours May Not Be Working) by Keith Kochberg
  Today's marketers are challenged to implement multiple techniques—from search to affiliate to media advertising and more—to achieve different results. Each channel has its own set of rules, its own potential results, even its own manager (whether outsourced or in-house) to keep things running smoothly. Although, in theory, each channel can operate ... more
• The Real Holy Grail of Professional Service Firm Marketing and Business-Development Effectiveness by Suzanne Lowe
  To grow revenue and market share, professional and B2B service firms keep looking for the business version of the Holy Grail in all the wrong places. All too often, those ballyhooed initiatives fail to deliver on the expectations of increased effectiveness in an enterprise's marketing and business-development efforts. So what DOES ... more
• Problem Solved: How Do You Convince the Boss That It's Time to Go Social? by Claire Coyne
  There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's solution, featuring SAS, which offers us a solution to the following problem: How does Marketing convince the CEO that it's time to embrace social media? more
• Measuring What Matters in Email Marketing, Part 2 by Karen Talavera
  There are many approaches to using email-campaign metrics to measure and improve marketing performance. The following are the top five approaches, along with appropriate measures and usable insights for each. more
• Setting Performance Targets: The Ins and Outs in 10 Steps by Laura Patterson
  Despite the emphasis on and progress in marketing performance measurement and management over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer. more
• Trust Agents: The New Digital Natives by Chris Brogan, Julien Smith
  What are so-called Trust Agents? Trust Agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They're interested in people (like prospective customers, employees, and colleagues), and they have realized that the tools that enable more unique, ... more
• 10 Practical Tips for Creating Blockbuster E-Books by Jonathan Kranz
  Without careful planning, your e-book may become a sinkhole of confused agendas, missed opportunities, and poor distribution. Here are a few key things that might help you avoid the pains and achieve the gains. more
• Why CMOs Need to Instill Better Measurement Discipline... Now by Jim Lenskold
  Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization. Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and push to improve their own results with better measurements. However, ... more
• A Corporate Field Guide to Social-Media Policy Development by Kimberly Smith
  Your employees are already on Facebook, Twitter, LinkedIn, and the like... so isn't it high time for companies to acknowledge that activity and implement a protective framework that will assist them in mitigating the risks related to employee productivity, confidentiality, brand representation, and company reputation? more
• Irresponsible Corporate Responsibility: Doing Good Isn't Always Done Well by Alyssa Dver
  If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly point out the failings of the good works that the ... more
• Jump-Start Marketing Accountability: Three Ideas for Giving CFOs and CMOs Something Better in Common by Kevin Clancy, Peter Krieg
  We're five or so years into the "Era of Accountability," and what do we have to show for it? Is marketing any closer to demonstrating to CEOs and CFOs what they're getting for their money? Are we marketers more comfortable in our own skins, confident of our ability to measure ... more
• How to Survive the Tough Times, Personally and Professionally by Michael Beck
  There's no one-size-fits-all solution to survival during challenging times. But there are some strategies that will help no matter what situation you and your business are in. more
• Eight Tips for Hunting for Revenue Where No Budget Exists—Get to Executives by Steve Lightstone
  It's tough out there. Budgets are being cut. Markets are shrinking. Prospects aren't buying the way they used to. But you can still sell effectively. You just have to think differently. The message is important, but it's effective only if the right people read it. The process that you use to ... more
• Developing an RFP? Seven Tips for Getting the Responses You Want by Gwyneth Dwyer
  You just sent out a request for proposal (RFP). Will it give you the responses you want? Will it set the stage for a great long-term relationship? An RFP is a key step in engaging an outside marketing partner. Don't underestimate its importance. It's not simply a straightforward business communication; it's ... more
• Six Smart Tactics for Dealing With the Economic Downturn by Michael Barr
  This is no time for business as usual. To keep the customer and win the sale, a marketer has to outsmart the competition. But how do you motivate your customers to spend their marginal purchasing dollars on your product instead of the competition's? more
• Real Marketing Analytics for B2B Lead Generation by Lisa Cramer
  Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing. Today, marketers must find a way to manage leads through the lead life cycle, which requires visibility into how ... more
• Getting Buy-in for Social Media: Six Tips for Convincing a Skeptical Boss by Mack Collier
  Convinced that social media will further your marketing goals but having trouble getting the message across to your skeptical boss? Try speaking in terms that he or she will understand. more
• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available? more
• How to Bridge the Marketing-Staffing Gap by Eva Wu
  If the company you work for is like many companies in today's economic climate, it isn't hiring too many people and its marketing budget has been cut. Employees are being asked to do more with less. Now more than ever, however, marketing efforts are needed to drive sales. What options do ... more
• You Had Me at 'Recession-Proof': The Hispanic Market by Blaire Borthayre
  The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively? more
• Talk to Me: 10 Tips for Translating PR Results Into the Language of Business by Diane Thieke
  As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing results in a way that allows senior executives to easily recognize the impact that PR has on the success of ... more

See all Marketing Articles

General Management case studies, deconstructing real life examples and illustrating lessons learned

• How a Small Company Went Global (Without Breaking the Bank)Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it. more
• How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer Relationships3M Canada Company
  CASE STUDY: At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers. more
• How a Franchiser Automated Its Marketing Support to Improve Efficiency, ProfitabilityCartridge World
  CASE STUDY: Global ink and toner supplier Cartridge World expanded its US presence to 650 franchisee-owned stores. But its marketing support lagged behind. Here's how the company turned things around: creating a centralized marketing resource center, upping efficiency and increasing profitability. more
• How an Automotive Dealership Used Voice Marketing to Supplement Sales, Boost Customer RetentionMike Miller Hyundai
  CASE STUDY: While automotive dealers struggle to survive, Mike Miller Hyundai has reached out to customers via voice marketing, at a fraction of the cost of direct mail. Now: service bays are filled, and customer retention is significantly higher. more
• How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales GoalsToshiba America Medical Systems, Inc.
  CASE STUDY: In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 MonthsTellabs
  Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product LineEastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share. more
• How a Web-based Company Increased Leads 90%—and Sales 23%—via PPC-Visitor Profiling, Landing Page PersonalizationCompany: Continental Warranty
  Continental Warranty used pay-per-click ads to generate leads by providing free quotes for extended-warranty coverage. But lead volume had plateaued. So it began to profile its web visitors, then direct them to microsites matching their profiles—and nearly doubled leads. more
• How MyFax Upped Customer Engagement, Achieved a 79% NetPromoter ScoreMyFax
  Internt fax service provider MyFax wanted to tap into the power of word-of-mouth referrals by improving the customer experience and maintaining highly personalized customer interactions. But as an online company, it faced the issue of how to individually engage customers to ensure long-term relationships. Here's what it did. more
• How a Small-Business Consultant Leveraged a High-Profile TV Commercial to Generate New Traffic and Win New BusinessLocalZing
  As a tiny Florida player in the field of advertising for small businesses, Karl Long knew he should consider unconventional ways to promote his company. Taking a cue from a competitor, Long launched a campaign that upped traffic to his blog 500%, raised his Google profile, and led to new business. more
• How an Online Software Biz Doubled Its Sales Leads, Increased Site Traffic 75%Makana Solutions
  Makana Solutions needed an inexpensive way to reach the elusive small business market. Rather than chase small businesses, it hired an online "inbound marketing system" to help small businesses find Makana. The results: Web site traffic climbed 75%, and sales leads have doubled. more
• How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business Solutions
  Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more
• How a Technology Firm Upped Webinar Attendance, Improved Lead NurturingObjectivity, Inc.
  By hiring an outside expert in lead optimization and leveraging its full range of data, San Francisco-based Objectivity increased turnout for its webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off to sales. more
• How Major League Baseball Doubled Fan Research Without Increasing CostsMajor League Baseball
  Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? Are the resources invested in marketing worthwhile, or in tune with fans' true passions? more
• How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue FivefoldKimpton Hotels
  Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold. more
• How a Web-based B2B Niche Service Increased Revenue per Sales Rep by 9.3%ShareBuilder401k
  Online service ShareBuilder 401(k) provides retirement plans exclusively for small businesses. But retirement plans are usually sold in person, not virtually. Here's how ShareBuilder discovered a way to market to this niche that upped its number of sales made via the Internet. more

General Management: See all 53 case studies

General Management online seminar broadcasts from the best minds in marketing

• What to Do When Growth StallsAttendee rating:  - Jun 19, 2009
   
• Seven Fast-Acting Methods to Drive B2B Revenue NowAttendee rating:  - May 14, 2009
   
• Creating a Customer-Centric, Measurable Marketing PlanAttendee rating:  - Oct 16, 2008
   
• Social Media for Marketers: A 15-Step Process to Engage with Your Customers OnlineAttendee rating:  - Mar 13, 2008
   
• Harnessing a Portfolio of Brands: The Harrah’s StoryAttendee rating:  - Feb 21, 2008
   
• How to Make Marketing Indispensable to SalesAttendee rating:  - Feb 7, 2008
   
• Buyer Personas: A Smart Way to Align B2B Sales and MarketingAttendee rating:  - Jan 17, 2008
   
• Seth Godin: How to Avoid The Meatball SundaeAttendee rating:  - Jan 3, 2008
   
• How to Develop a B2B Lead Nurturing Program that Really WorksAttendee rating:  - Dec 20, 2007
   
• Get More Customer Mindshare: Developing a Rock-Solid Value PropositionAttendee rating:  - Nov 29, 2007
   
• What You Need to Know About Becoming (or Hiring) a Marketing ConsultantAttendee rating:  - Nov 8, 2007
   
• Small Business Series: Budgeting for the Marketing MixAttendee rating:  - Sep 14, 2007
   
• Customer Message Management 1: Four Steps to Improving the Sales-to-Customer ConversationAttendee rating:  - Jun 7, 2007
   
• Customer-Centric Communications: It's All Different NowAttendee rating:  - May 24, 2007
   
• Small Business Series: Why Most Small Businesses Fail (and How to Avoid Being One of Them)Attendee rating:  - May 18, 2007
   
• No Cape Required: How to Become a Marketing Champion in Your OrganizationAttendee rating:  - Oct 27, 2006
   
• Bridging the B2B Sales and Marketing GapAttendee rating:  - Oct 12, 2006
   
• Evaluating Marketing Mix TradeoffsAttendee rating:  - Oct 5, 2006
   
• How to Build Your Customer Experience Framework in Five Steps, with Columbia Business School Professor Bernd SchmittAttendee rating:  - May 18, 2006
   
• Marketing’s Role as Chief Customer OfficerAttendee rating:  - Apr 27, 2006
   

General Management: See all 26 seminars

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.

General Management: See all 10 downloads