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Marketing Articles: Most Recent

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  • by Sean D'Souza
    Apple's iPod is a necessity with travelers, teenagers, fitness fanatics, students, business executives and, yes, even grandmas and grandpas. So did the iPod break the rules of staying with one target audience? How can you argue with one billion dollars in sales? Find out how the iPod looked at "target audience" ... more
  • by Michel Néray
    Regardless of whether you are in the service business or sell a tangible product, everyone needs to establish credibility, especially with prospective clients. But if you're a consultant, adviser or coach, then it's harder for your clients to evaluate the value of your advice and recommendations. more
  • by Jonathan Kranz
    If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little ... more
  • by Amanda Ayles
    Companies who are excited about developing a corporate Web site and are gung-ho to get started is a beautiful thing. But, oddly enough, many companies falling into this category seem to be missing out on other essential branding fundamentals. There are several keys to developing a winning brand for ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: What makes for an effective media kit? What works and what doesn't? Also this week, read your answers to last week's query: How do you prevent email newsletters from being perceived by filters as Spam? more
  • by Raj Khera
    The next time you broadcast a permission-based email to your customers, members or newsletter subscribers, monitor your response for the next 48 hours. That's when the vast majority—80%—of those who would open your message will actually open it, according to the results of our recent study. What's more, 95% of ... more
  • by Gabriel Steinhardt
    The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members to be more efficient and productive, leading to better revenues and higher-quality products that meet customer needs. more
  • by Gerg Quigley
    The Fantasy: Your marketing budget is packed to the brim with money to help build your dream marketing team. You hire nothing short of the best. Life is good. The Reality: Your staff is overworked, your budget's tight and you complete about half of the projects on your to-do list. What's ... more
  • by Len Gingerella
    Marketing management is often relegated to communication, advertising and promotion efforts. It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to do if they want to be recognized. more
  • by Suzan St Maur
    With our focus on bold, blunt, "write-as-people-speak" prose in business, we no longer have any fancy phrases to lurk behind. We're on our own. Why has business writing become so much more direct in the comparatively short period of two generations or so? more
  • by Gerry McGovern
    We have wonderful tools today that will tell us the value of the physical things in our factories and offices. Now we need to create wonderful tools and disciplines to measure all our information assets. more
  • by Tom Kuegler
    Web site performance is a critical and underappreciated component of Web marketing and e-commerce. In other words: it doesn't matter how well you design and market your site unless it delivers. more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: How can we quickly reach decision-makers? Also this week, read your answers to: What's the best way to collect and compare data? more
  • by Sylvie Sadarnac-Studney
    Have you watched too many well-meaning interviewees torn to bits on 60 Minutes? Heard your peers reel from being misquoted in the local paper? Do you worry that the media won't "get it" when it comes to your business? Working with the media is no picnic. When done strategically, however, ... more
  • by Rob Engelman
    As we enter the early stages of the New Year, it is natural to think about and plan our marketing and business development activities for 2005. Whether you are a independent consultant, corporate executive or entrepreneur, consistent application of the following seven core marketing best practices will enable you to ... more
  • by Lisa Johnson
    Growth opportunities are everywhere—especially when industry sales have flatlined and new prospects look grim. Sounds impossible? Not if you understand that there's a new breed of adventurous female customer waiting in the wings, ready to experience your products and services. Here's the story of one company that got ... more
  • by Susan Solomon
    Old-school thinking demotes blogs to the domain of college students and frustrated authors battling writers block. New-school thinking elevates blogging to a much different sphere of influence. Journalists have embraced blogging -- both authoring blogs as well as consulting them for sources. And now blogging also has a place in ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: What steps can you take to ensure your email newsletters get through spam filters (and don't bounce back)? Also this week, read your answers to: What do you do when your audience doesn't respond? more
  • by Stephan Pretorius
    Co-registration (or co-reg, as it is commonly known) is rapidly gaining ground as a media tactic. In the age of CAN-SPAM, and with an increased understanding in the market about the importance of user permission for effective email communication, co-reg is an attractive option for building a house list. This ... more
  • by Sean D'Souza
    If you can do the three big things this month, quarter or year, you'll not only achieve more and earn more but also find that all of the above is measurable. Best of all, it will give you a sense of focus; a sense of True North. more
  • by Hank Stroll
    Marketing departments often have the challenge of dealing with too much data. This week: How do you collect the right sort of data and measure the efficiency of a marketing campaign? Join the conversation! Also this week, read your answers to last week's dilemma: What is the best approach to ensure ... more
  • by Elaine Fogel
    When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care? more
  • by Sally Saville Hodge
    A single op-ed article will not change the way you or your organization is viewed overnight. But combined with other related initiatives, they are an integral part of an expertise-oriented PR program that will help solidify your firm's standing as an expert in its field. more
  • by JeanMarie Peachey
    To optimize campaign performance, you must understand which media is driving response, which creative is most responsive and whether new offers increase response versus previous efforts. You can only draw conclusive results if you are willing to adopt tracking and measurement strategies and tactics prior to launching campaigns. In fact, ... more
  • by Mary Enderle
    Building and maintaining a trusting relationship with your agency is key to project success. Many relationships with agencies fail because clients treat them like vendors instead of partners. They don't value agency advice when they really need to get a fresh perspective in solving a communication challenge. You can learn ... more

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