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  • by Ernest Nicastro
    If you want to improve the response rate to your direct mail, the answer may be as simple as making a better offer. To paraphrase Don Corleone: Make your customers an offer they can't refuse. more
  • by Sherlyn Manson
    Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too). more
  • by William Arruda
    What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed books on branding, offers must-read career insight. more
  • by Peter Honebein
    Customer experiences are the foundation for competitive differentiation, value creation, and brand identity. While some companies create emotion-driven customer experiences that leave an impact on shoppers, others create "co-production" experiences in which customers are active co-producers. Here's how it works. more
  • by Jay Bower
    Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. It is direct marketing at its purest. To succeed with PPC, you need to apply all the rules for media, ... more
  • by Nick Usborne
    When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility. But if you are selling something less tangible—like a service, a subscription, a seminar or downloadable report or book—the range of prices you can charge is very broad, and often surprising. more
  • by Jonathan Kranz
    Writing for business-to-business lead generation is a balancing act: On the one hand, you want as great a response rate as possible; on the other, you don't want to clog the sales pipeline with useless leads—people who don't have the authority, interest, or money to buy what you're selling. Here are ... more
  • by Geoff Dillon
    Here's why tapping your top-volume clients for further growth doesn't always work. The truth is: you need to cast a wider net. more
  • by Jeanne Bliss
    We've never seen a CEO who wouldn't sign up for customer loyalty, customer focus, and just plain improving things for their customers. It's getting them to drive the company to do something about it that's the challenge. A number of telltale signs determine pretty quickly whether a company is serious about ... more
  • by Elaine Fogel
    The Olympic flame has been temporarily extinguished, the athletes have gone home, and the sidewalks of Turin are quiet again. As we look back at the highs and lows of the winter games, there are three definitive business and marketing lessons to be learned. more
  • by Glen Hamilton
    Shopping portals, comparison-shopping sites, and search engines allow merchants to promote increasingly detailed merchandising offers with the goal of cost-effectively increasing brand visibility, acquiring new customers, and driving incremental revenues. But how does an online retail merchant ensure that third-party shopping destinations and other referral-based merchandising channels contribute to the bottom ... more
  • by Dan Skeen
    The aggressive drive to be the number-one search result in Google continues to change the nature of communication. No one is feeling that more than today's copywriters. In less than a decade, many copywriters have fundamentally changed, or felt pressured to change, their approach to the craft. They have learned ... more
  • by Michael Perla
    The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment Corporation, with its once technical superiority turning into organizational chaos, or the various bloated airlines, with cost structures and business ... more
  • by David Meerman Scott
    The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don't know it yet. more
  • by Hank Stroll
    Not all site traffic is good. Like automobile traffic, sometimes traffic is just... congestion, and just gets in the way of those who you really want to come your way. How can marketers target the *right* sort of traffic? more
  • by Scott Buresh
    Even those familiar with SEO have common misconceptions about its value in B2B marketing. Frequently, I encounter prospects who understand that achieving a high ranking on a search engine is a valuable marketing tool that can make an impact on the bottom line of a business, but they mistakenly believe ... more
  • by Ted Mininni
    Brand extensions represent a way to leverage a brand's assets and equity to market new products, increase sales and hopefully, profits. While there can be significant strengths to brand extension strategies, there can also be significant risks in diluting or severely damaging the brand. There is a great deal at ... more
  • by Robert Kaden
    Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues. more
  • by Justin Kirby
    Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and consumer empowerment seeping into the industry's vocabulary. Collectively, the latest shift in thinking in the world of marketing has been termed ... more
  • by Leigh Duncan-Durst
    Northern Virginia is plagued by shopping centers with the most horribly engineered parking lots—some lots capable of holding thousands of cars, but with as few as one entry/exit! What's worse: Just when you turn a corner and think you're on your way to escape, you dead-end at a random curb. What's ... more
  • by Debra Feldman
    Correct technique and good manners turn interactions with corporate gatekeepers from frustrating to fruitful. Here are six ways you can increase the odds that gatekeepers will grant you access. more
  • by Steve Bassill
    Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. Get the full story. more
  • by Cristian Mitreanu
    The first step in getting closer to the customer is to go beyond his or her needs and understand the mechanics of their problem-solving behavior. Get the full story. more
  • by Ian Gertler
    As a relatively new player in the increasingly competitive comparison-shopping and online retail arena, pricefish.com needed a comprehensive and creative marketing campaign and strategy to re-launch the pricefish.com brand and generate consumer awareness for the site, among other things. Here's how they did it. Get the full story. more
  • by Kara Dullea
    Freestyle may describe a particular type of competition in this year's Winter Olympics, but it more aptly defines the attitudes, mindset and personalities of the games' most controversial and media-savvy athletes. Is their irreverence just a product of the Echo-Boom Generation, or is it something more? Could it possibly be ... more

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