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  • 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
  • by Jeanne Bliss
    Getting customers to love you starts with showing them the respect they deserve by making it painless (and eventually a joy) to do business with you. more
  • by Jill Griffin
    Much has been written about how business-to-consumer firms show their "love" to customers and win loyalty in return. But how about business-to-business customers? How do savvy firms love these buyers and win their loyalty? more
  • by Jonathan Kranz
    It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale. Here are a few thoughts on how to use words—which may be applied to everything from direct mail to Web site ... more
  • by Hank Stroll
    You've heard of many word-of-mouth marketing campaigns that help companies or people get more contacts or sales than they can handle. But how do you generate this kind of buzz? more
  • by William Arruda
    As a marketer, you are quite aware of the connection between branding and emotion. Countless books and articles have been written about it in the past few years. It's clear that people make decisions in life based on emotion. And decisions about the brands with which we choose to associate ... more
  • by Roy Young
    Does your CEO love marketing? Does he or she recognize that marketing is the engine of the enterprise? And does he or she empower marketing to improve performance? Just as you strive to understand the needs of the customers who buy your company's products or services, you must understand ... more
  • by Barbara Bix
    Every company aims to maximize profit. Yet, in the frenzy of everyday work, it is not uncommon for "urgent" issues to supplant "important" ones, thereby shifting the focus of marketing professionals. The most important contribution that marketers make to the company's success is consciously choosing a strategy for optimizing sales and ... more
  • by Mitch McCasland
    Even with January behind us, a brand manager is still full of the promise of the New Year. Sure, things didn't go perfectly during 2005. But it's worth taking note of those things you'll solemnly swear you'll never do again. more
  • by Nick Usborne
    Online marketing and sales functions are often divided up between different people, groups or even offices. While each individual works hard to achieve a breakthrough increase in performance, the group as a whole often remains unaware of how much can be achieved over time through small micro-gains along the entire ... more
  • by Neil Anuskiewicz
    With Google AdWords, it is now possible to target prospects at the very moment they are thinking about buying your products or services. Here's how to maximize your success with Google AdWords. With proper preparation and execution, starting Google AdWords can be like planting a money tree that will provide ... more
  • by Todd Miechiels
    Imagine if half the people that called your sales team hung up within 10 seconds. There are not prospects they were cold-calling either, but interested people calling them. Heads would roll. At the very least, you'd want to know why so many people were disengaging. Well, chances are it's happening to ... more
  • by Hank Stroll
    How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its customers. Here's how to position yourself with your clients and customers when you are selling a service. more
  • by Leigh Duncan-Durst
    Many companies equate Customer Experience Management with Customer Relationship Management. But they are not the same. So what's the difference between them? And why is it important to understand the difference? more
  • by Cynthia Coldren
    It's been called "selling the invisible"—delivering intangible services as a core "product" offering. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, variability, and perishability, these four characteristics affect the way clients behave during the buying process and the way organizations must ... more
  • by Jacquelyn A. Ottman
    If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more eco-responsible, think again. You may just find an opportunity to enhance your product's performance and strengthen your customer's loyalty—and command a higher price. more
  • by Bill Babcock, Bill Koss, Bill Rozier
    Most companies have a serious problem: Sales hates marketing, and marketing despises sales. Marketing is having great success generating leads and uncovering opportunity. But sales has no respect for what marketing accomplishes. They take leads grudgingly and when the leads turn into real opportunities they claim those opportunities were already ... more

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