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  • by Ernest Nicastro
    You've carefully selected your list. You've labored long and hard over your letter—every word, sentence and paragraph. It's a powerhouse of persuasion with every key element firmly in place, including compelling benefits, powerful testimonials, a superb P.S. and an impossible-to-resist offer. But all your hard work, your hours of craftsmanship and ... more
  • by Mike McLaughlin
    From the time you book an airline flight until that plane lands, your pecking order in the airline's customer hierarchy determines your travel experience. To the airlines, all customers are not equal—they are segmented and managed according to profitability, loyalty, and frequency of travel. Like the airlines, professional service and solution ... more
  • by Jeff Thull
    There are two big problems with today's purchasing departments. Most obviously, purchasing is incented to save dollars of cost, a mandate that too often means dollars of value are lost. And the other problem—which is interconnected with the first one—is that purchasing often operates by obsolete and counter-productive rules. ... more
  • by Leigh Duncan-Durst
    A growing number of books and articles are actively promoting the concept of Customer Experience Management, or CEM. There are also a growing number of agencies and consultancies claiming expertise in the field—all with varying degrees of involvement and expertise. While there's a clear reason to become a staunch supporter of ... more
  • by Robert Kaden
    The way research is practiced today taps into the consumer spontaneous attitudes. While this may be all that is needed for many of our studies, it's rare that tapping into consumer's top-of-mind provides breakthrough brands. It's time to try some new approaches that dig below the surface. more
  • by Rick Nobles
    Did you get a letter from someone who was offended by your latest TV spot? Did someone send you an email saying you suck? Do you have a group of angry folks boycotting your brand? You should be smiling. Having someone hate you lets you know you're doing a good job ... more
  • by Terri Whitesel
    Webster defines "community" as a group of people living together as a smaller social unit within a larger one. Communities provide a convenient way to look at slices of your market. However, they are not the same as market segments; rather, they are groups of people linked by a common thread, ... more
  • by Cynthia Coldren
    Get ready—'tis the season for resolutions. But instead of a boring list of all-purpose to-dos, here's a single goal that can make a big impact: We will identify our most profitable customers (the top 20%) and create a strategy to increase business with them by 20% before year's end. Let's call ... more
  • by Jonathan Kranz
    So you've created a Web log to communicate more intimately and more frequently with your audience. It's supposed to be easy. After all, the technology is simple, the style casual and the content brief. But after the initial wave of enthusiasm, you may find it increasingly difficult to generate ideas for ... more
  • by Ruth P. Stevens
    Business events are at their most powerful when they are part of an integrated go-to-market strategy. Integration sounds logical, but how do you actually pull it off? First, you have to have control—or at least influence—over all the elements of the marketing mix. Then, you must develop a sound strategic approach ... more
  • by Hank Stroll
    At a networking event, you exchange business cards with another person. The business card includes an email address. No doubt, it's okay to contact the person by email. But what about including that name in bulk emails? Is that okay... or not? This week's reader collected emails but doesn't have permission ... more
  • by Wendy Gibson
    As tech marketing experts, we have a responsibility to communicate what our product is and what it does—early, and often. If within our array of marketing material we can successfully explain what our product is, how it benefits the customer and answer questions regarding its features, we will differentiate ourselves ... more
  • by Hank Stroll
    In most of the US, the winter weather outside is frightful, but that's no reason for cold calls to feel the same way. Small business personnel typically do multiple jobs, and sometimes they get stuck doing something that's not comfortable, like cold calling. To address that marketing challenge, readers offer strategies ... more
  • by Matt Blumberg
    Marketing used to be merely one of many disciplines—on an equal footing with sales, finance, HR, manufacturing, operations, engineering or product development. Some might even say some considered it a lesser discipline. Well, that's no longer true. Marketing is increasingly taking over our world—we as as organizations and as individuals. more
  • by Lee Marc Stein
    Before you release any communications to prospects or customers, gauge how your copy scores on the B/S Index. What is the B/S Index? It's not what you think it is—it's the Believability/Simpatico Index. There are five components to the Index. more
  • by Gregory Pollack
    The power of partnership brand marketing brings two companies and brands together—each with its own brand equity and its own distribution channel strength. Whether teaming a car manufacturer with a theme park to capture the family segment, pairing ketchup with home video or aligning toys with food, corporations are looking ... more
  • by Ruth P. Stevens
    Business marketers spend more than $20 billion annually on tradeshow marketing, and another $15 billion on proprietary corporate events, such as client conferences and road shows. But most business marketers are unclear about what value they are getting from their investment. The best value results from a combination of careful planning, ... more
  • by Nathan Kaiser
    Jimmy Wales is the founder of Wikipedia, the world's largest free online encyclopedia. In its development, Wales created a community of volunteers who have published over 800,000 articles. Here, Wales offers some insights to his business and its philosophy, and he talks about what's next in the wiki world. more
  • by Michael Webb
    When your company is well synchronized with market needs, prospects buy and money flows. Unfortunately, few companies can maintain a constant flow. Salespeople churn out demonstrations, samples and proposals. Marketing departments churn out newsletters, ad copy and brochures. But not enough prospects close. What makes the sales funnel flow faster? more
  • by Barry Silverstein
    A breakaway brand is a great brand that is built to be a winner over the long term. Time after time, a breakaway brand leads its category, generates high awareness and grows market share, despite intense competition. Nike, Apple's iPod, and JetBlue exemplify breakaway brands. While the approach may vary from ... more
  • by Scott Buresh
    A good guarantee should not only appeal to the base emotion of a potential purchaser but also afford some real protection that the purchase he or she is making will provide meaningful results. Unfortunately, many of the most popular types of guaranteed SEO do not. Here's what really matters. more
  • by Stephen Shaw
    A commitment to pleasing customers should be much more than a marketing claim (or an interface that can be capriciously switched off) but a core principle that guides every decision. All that should ever matter is what really matters to customers. more
  • by Tim Kitchin
    Value chains are replacing brands are the most powerful weapon in the marketing arsenal. While still widely perceived as source of risk, value-chain transparency actually offers brand owners an opportunity to create new forms of value for customers at an emotional and ethical level—the level where brands have traditionally operated. In contrast ... more
  • by Jerry Fireman
    Just as understanding the requirements of your market is important in selling a product or service, understanding the needs of the relevant media is critical in a successful public relations effort. more
  • by Jeff Thull
    Gaining access and connecting to executive decision makers is a challenge of most sales professionals. Here are seven common challenges that sales professionals need to resolve in order to effectively engage the executive suite. more

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