Know-How News by MarketingProfs.com

Issue 69 | September 22, 2006

Dear Askers & Answerers,

In this week's top story, Ed Hellenbeck breaks down the concept of customer value into its key components. Better yet, he shows us how to deliver.

Next you'll find an article about closing the gap between your online and phone channels -- and another that reminds us how to write emails that work.

Then catch up on the latest happenings in the forum. Read book recommendations from other members. Listen to a seminar about online research. Meet member, Maximus. And skim a couple of funny posts in Last Laugh.

I hope you're having a terrific week!

Happy exchanging,

:: Valerie Frazee
:: Know-How News Editor
:: MarketingProfs.com
:: Where 190,000 marketers connect, learn, succeed.

P.S. Need to know more about email marketing, voicemail marketing or online surveys? Please ask our advertisers for more information. Their support makes this newsletter possible.

'Value' Does Not Equal Low Price

Click-to-Call 101

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'Value' Does Not Equal Low Price

By Ed Hellenbeck

Every day, we are reminded that providing value to customers is a surefire route to success. True enough. But do you know what that really means?

The concept of customer value has been around for over 20 years, and many books and articles have been written about it. Yet its growth in popularity has also been accompanied by frequent misunderstandings and spotty application. Here we revisit the customer value concept, review a common misunderstanding about customer value, and present a comprehensive definition that both synthesizes existing research and serves as a model for delivering higher levels of value to your customers.

Get the full story.

Note: This article is available to our Premium Members only.

Click-to-Call 101

By John Federman

With click-to-call, it's now possible to bridge the gap between the online and phone channels, and track the effectiveness of both.

Get the full story.

Simple, Honest Business Email

By Chris Maher

How can marketers write "human" email messages that truly speak to the hearts and souls of your clients? The first step is to figure out a way, by hook or by crook, to say something.

Get the full story.

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Here are this week's hottest topics. These have been the most active discussions in KHE over the last seven days.

These are this week’s superstars! The Most Stimulating started the hottest discussions. The Most Active contributed the most posts (questions + answers). And the Most Expert earned the most points.

Most Stimulating	Most Active	Most Expert
iozel dhansman enter_6 Dramagenics mhansell groves_s jampap lara emycollins sfoley	Frank Hurtte kathysmithcasting Stafford ExchangeSynergism.com darcy.moen amy stevea Dman jpoyer W.M.M.A.	Frank Hurtte kathysmithcasting Stafford amy darcy.moen stevea jpoyer PetePallett KSA MANSING

This week we're highlighting a discussion about everyone's favorite new marketing books. It's not exactly a "lesson learned," perhaps. But we hear this question often and didn't want you to miss the suggestions listed here.

Discussion: The Best Marketing Books of 2006

Have something to add? Please do! You could win points.

Ever wonder how Maximus chose his alias? It’s based on the lead character in Gladiator. Arun Kumar combines an interest in software engineering (and computer games) with market research. Read on to learn more about this stimulating member.

Profile: Meet Arun Kumar

Or browse 1386 profiles in our Member Directory.

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Check out this week's perk for opening our newsletter. This gift for KHN subscribers is our seminar: Conducting Online Research the Right Way. Click here to read the description. Then use the link below to replay the seminar before next Friday. (The time limit is just for non-Premium Plus members. Premium Plus members may replay the seminar any time.)

Here's a comment from someone who attended the live event: "If you want to learn more about online survey design and how it is used (and useful) in market research, this seminar is a solid foundation for getting started and being successful." Don't pass up the opportunity to replay a great seminar. (Normally $99.)

Resource: Conducting Online Research the Right Way

Or browse 380 resources posted by members in our Resource Library.

This is a fun discussion started by new member sfoley. Which is your favorite company name? "Oodles of Poodles" is one of our favorites.

Discussion: Help Me Name a Pet Breeding Business

Have something to add? Feel free! We'll alert the Asker to your reply.

Want to share the news? Invite your colleagues to participate in our online discussion forum, Know-How Exchange.

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