Contributed by Guy Smith

  • A Brand Is the Sum of All Touchpoints

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    Your brand is the sum of all interactions with your company. A lousy experience with one touchpoint can negate all ...

  • Winning at the Commodity Game

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    Given that commoditization is as inevitable as death and higher taxes, you need to review your strategies on how to ...

  • When Selling Is Like Splicing Genes

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    elling is a more complicated process than many companies understand, requiring communication with many different "species" of buyers. The good ...

  • Marketing in Troubled Times (Part 2)

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    In the first half of this two-part series, the author examined what has changed in the realm of technology spending, ...

  • Marketing in Troubled Times – Part I

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    The party is over. The gluttonous technology buyers of the '90s are on strict diets and are not stopping by ...