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  • by Mike Heronime
    Numerous people have studied the process that creative people go through to develop their ideas. Most of these students of creativity agree that ideas come from a subconscious process that takes two relatively unassociated thoughts and combines them together to produce a new thought—a new idea. more
  • by William Arruda
    It's no longer the world of work you knew when you graduated from college. The tried and true career management techniques you've been using just don't work in today's marketplace. Working hard, writing a compelling resume, staying connected to head hunters are all so... 20th century. To achieve the highest level ... more
  • by Nick Wreden
    If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight entertainment in four language categories: numbers, dates, words, and dialogue. Other airlines also offer interactive audiovisual language programs, including Virgin ... more
  • by David Verklin
    Before it was released on July 4, 2002, many expected the $7.3 million game would join the ranks of the $436 hammer and $640 toilet seat as a study of excess. Few predicted "America's Army" would become the artillery's most effective marketing tool, conveying the authentic military experience in a ... more
  • Case Study: How a Nonprofit Moved Toward a For-Profit Marketing Model to Advance Its Nonprofit Mission
    by Kimberly Smith
    For more than a century, Boston's Museum of Science has depended on government grants and donors to finance its stated goal of encouraging "interest in and further understanding of science and technology and their importance for individuals and for society." The Museum attracts about 1.6 million visitors a year, including ... more
  • by Akin Arikan
    Last year, a study by comScore Networks found that an average of 63% of online searchers who proceeded to complete a purchase did so offline rather than online. Just as online and offline shopping have fused into a single experience, marketers have the opportunity to follow suit by fusing their ... more
  • by Cristian Mitreanu
    The day just ended, and you can't stop thinking about the cool new feature that may improve your online venture. Basic questions keep popping up. Is it going to bring more visitors? Is it going to improve their experience? How much is it going to cost? And then, you recall ... more
  • by James Chapman
    Whether your company has an ongoing customer relationship, such as a bank or magazine publisher does, or your sales effort is based on single-unit sales and repeat purchasers, attrition affects us all. It behooves us to better understand the what and why of attrition and exactly what, if anything, can ... more
  • by David Schendowich
    Marketing within social networks and Virtual Worlds is becoming a viable means for reaching and influencing the attitudes and behavior of consumers in ways that was never before believed possible. In fact, marketers who have dabbled in Virtual Worlds recognize the enormous potential of the medium... but have ventured only ... more
  • by Dylan Charles
    Changes in the way customers buy technology are stressing existing vendor channel and partner organizations, processes, and capabilities. As a result, companies need to rethink the ways they allocate their channel marketing resources and how they use marketing infrastructure to scale their channel operations, particularly as they target the small- ... more
  • by Nick Usborne
    This MarketingProfs Classic, originally published January 8, 2002, remains as relevant today as ever. As Nick Usborne writes, some words really can make a difference on your site. They are not "powerful" in isolation but, in the right context, can make an important difference. more
  • Case Study: How a Technology Services Company's Online Marketing Campaign Generated a 30-Times ROI
    by Laurie Lande
    BearingPoint, a global provider of management and technology services, had won a major contract to implement a complicated voice over Internet protocol (VoIP) system for a financial company and wanted to leverage off that success. But it was competing with larger telecommunications brands to educate potential new customers about the ... more
  • by Kathy Rizzo
    Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, determining which specific tactics to utilize can prove challenging. more
  • by Roy Young
    Sandra Zoratti, vice-president of worldwide marketing of the soon-to-be-formed InfoPrint Solutions Company, a Ricoh/IBM joint venture, added interactive marketing to the InfoPrint Solutions Company marketing mix to multiply the reach of the sales force in pursuit of the coveted small and medium-sized business market. Here is an overview of Sandra's ... more
  • by Jody Canavan
    If you're like most marketers, you're probably struggling with the best ways to help your salespeople have more meaningful conversations with customers and prospects. Here are five quick tips for creating scripted conversations to help salespeople more effectively communicate your company's business value to customers and prospects. more
  • by Dan Skeen
    If your business targets a local region, the trick is connecting with those in your own back yard. It's wonderful to rank well in search engines for a competitive search phrase, but if your product is only available to a small subset, how much time and bandwidth can you afford ... more
  • by Paul McCord
    Selling is not so much about the features of our products or services—or even the benefits the customer receives. Rather, it is about our relationship with the customer. People do business with people they trust. more
  • by Christina "CK" Kerley
    With spring comes not only a new season but a "sticky" new segment. Book Club is back for "Round Three" with the hottest book of the year, "Made To Stick" by Chip and Dan Heath. "Made To Stick" analyzes why some ideas survive while many others die. But that's not ... more
  • Case Study: How A Financial Services Firm Increased its Deliverables by 25%, With Fewer Staff, After New US Regulations
    by Laurie Lande
    In an era of increasing federal regulation and greater competition in the mutual fund market, a financial firm found itself needing to modernize its marketing efforts. Rydex Investments, a private company that sells funds and other financial products primarily to institutional investors, decided to try some new techniques to get ... more
  • by Jerry Bader
    There is no reason why every company can't deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, Victoria's Secret, Benetton, Absolut Vodka, and Sony. It may seem impossible to produce a whole lot of steam for things like ... more
  • by Skip Cox
    Executives in every industry are demanding definitive results linking marketing spend to business impact, and tradeshows are no exception. Exhibit managers need solid data when selecting the right tradeshows for their companies. more
  • by Joy Joseph
    For many marketing vehicles, it is difficult to directly estimate ROI -- the proportion of revenues in the financial year due to marketing. Not so with direct mail, however. Here's how. more
  • by Jerry Kirkpatrick
    The complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts to influence the behavior of others—no more nor less so than the techniques used by parents, journalists, teachers, and politicians. more
  • by Hank Stroll
    Should your organization get into mobile marketing? The evidence shows that mobile marketing skews toward the business-to-consumer segment, and (slowly but surely) it is starting to gain momentum. Read on to find out whether the vehicle might be right for you. more
  • by Todd Terrell
    Target as a retail operation has the perfect name. The retailer defined its target and hit the bullseye. more

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