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  • by Leigh Duncan-Durst
    Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant oils. And most significantly, scent technology today reaches far beyond the home. Increasingly, scent branding is being broadly deployed in ... more
  • by Steve McNamara
    Here are three new ways for you, and your creative team, to trigger some gigantic ideas. more
  • by Denise Shiffman
    Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility doesn't have to be a drag on the bottom line. Today, you can actually make money by giving. more
  • Case Study: From the Ground Up: Annie's Homegrown Builds a Vibrant Business in a Commodity Market
    by Ted Mininni
    Here's a look at how Annie's Homegrown used grassroots marketing to propel itself from a home-based startup selling a commodity food item—packaged macaroni-and-cheese—in small mom-and-pop natural food stores to a vibrant business with products that are sold by supermarkets in all 50 states. more
  • by Gerry McGovern
    If there's one thing that we hold in common as a human race it's that, when we're on the Web, we're cheap. (Even the Swiss are Go on, admit it; you're cheap. Breathe in deeply, and then as you breathe out slowly, "I'm cheap." Now "I'm cheap." Now really "I'm ... more
  • by Andrea Learned
    In this run up to the Super Bowl, there has been a lot of media discussion about the influence of female fans on the success of sporting events, in general. In a recent , Heidi Dawley, mentions a by Initiative Sports Futures that finds that more and more women are ... more
  • by Lewis Green
    "We all got along fine before the existence of social media (at least the digital kind), so how is it making what we do better or worse?" Our friend David Armano asks the right question over at . But what is the right answer? Does one To David's question, I ... more
  • by Andrea Learned
    This past November, I gave for humor in marketing, one example of which was the Miller High Life "Man Laws" campaign (created by Crispin, Porter & , Miami). I am now sorry to report that the effort, though apparently popular and engaging for customers, did not result in the increased ... more
  • by Eric Frenchman
    Interesting article in Monday's Wall Street titled Candidates Face New Winning the Netroots which really highlights why the 2008 election is pointing towards a much greater use of online advertising in securing the White In summary, it talks about how the Democratic Presidential wanna-be list has to work the very ... more
  • by Ted Mininni
    The Ocean Spray cooperative has been the subject of business school case studies in the recent past -- with good reason. Called a "paragon of manufacturing efficiency" by The Economist a while back, Ocean Spray could also be called a "model of marketing The cranberry had already had a long ... more
  • by Harry Joiner
    As a #0033cc;" recruiter" marketing , not a week goes by that I don't get a call from a VP of HR looking for a VP of Marketing who is a "servant leader."  Servant leadership seems to be all the rage these days.  Every company wants servant leaders, but few ... more
  • by Sara Holoubek
    A few days ago I was thinking about some of the 20th century's greatest advertising campaigns, trying to imagine what they would look like if launched in 2007. What would the Marlboro Man's MySpace page look like? And how many friends would he have? How many "Where's the beef?" video ... more
  • by Suzanne Lowe
    In the last two weeks, I've heard from two global professional service firms about their desire to rebuild their marketing function. They've begun the process Selecting and interviewing a well-rounded group of senior leaders and influencers in order to determine what these internal clients want and In both cases I've ... more
  • by Lewis Green
    Now that I have your attention, here's the I just finished reading All Marketers Are by Seth Godin (Portfolio, 2005). This is my first Seth Godin book. Why this one? For exactly the reason Godin says that the title of this book would It's outrageous, and I had to see ... more
  • by Andrea Learned
    In yesterday's New York Book Review, Joe Queenan wrote a hysterical about the glowing adjectives used to describe novels. The piece was "Astonish Queenan describes, with much humor, how he currently buys only books that have the word "astonishing" in the reviews as part of his self-screening process. A while ... more
  • by Laurel Delaney
    Following up on my , here are five final ways to find new (or hidden) global 1. Acquire companies in different parts of the world to lay the foundation for future growth and leadership in a variety of industries. If you can afford to make the financial investment, this is ... more
  • by BL Ochman
    The delicate relationship between management and marketing is a dance roughly akin to that between fox and hen, but with far less goodwill. To management, you're only as good as your last campaign. So let's look at the 12 tenets of Social Media Marketing to see how you can up your ... more
  • by Jonathan Kranz
    Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and he's not interested in "who started it"), but here he suggests a few ways those of us on the marketing ... more
  • by Kevin Hillstrom
    Marketers, for better or worse, need to find meaningful ways to measure their effectiveness. Within the organization, a marketer can earn respect, and be appreciated, by speaking a language that other employees understand: the language of sales and profits. more
  • by Stephan Spencer
    They say that "Imitation is the sincerest form of flattery." Not if you are a Web site owner and you have a brand to protect! Stephan has seen designs copied, content copied... even entire sites copied. It's easy for someone to "View Source" and take whatever they like, without regard to ... more
  • by Michael Fleischner
    If you're trying to market to adults who were born between 1965 and 1994, then you need to understand the best method for reaching generation X and generation Y. The answer is more traditional than you might think. more
  • by Paul McCord
    Most midsize-to-large companies have long learned the value of the press release, but the vast majority of small companies haven't. The notion seems to be that, to make it into the newspaper, companies must have some momentous news to break. But, by forfeiting the newspaper coverage to the "big boys," small ... more
  • Case Study: How an Online Retailer Grew Revenue 161% Year over Year
    by Jennifer Natsu
    The Sideways Wine Club, launched in April 2005, improved sales 161% year over year through July 2006, despite the fact that most online wine marketers experience an average visitor-to-buyer conversion rate of about 0.0085, or 0.85%, much lower than most other online retailers' conversion rates. The company's founder, Dave Chambers, ... more

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