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  • by Mary Brown
    At almost 80 million, Baby Boomers make up the largest generational demographic today. And, among Boomers, women not only outnumber men, but they also influence as much as 80% of household purchase decisions, from food and finance to travel and technology. In other words, Baby Boomer women are the greatest ... more
  • by Hank Stroll
    Long copy works well in direct mail. But how does it work online? This week, add your own two cents to: How can long Web copy be compelling? Also this week, read your answers to the last dilemma: How do spam rules apply in the real world? more
  • by Angi Fisher
    More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly. So how do you keep informed of your customers' opinions? How do you know they're continually satisfied? How do you know ... more
  • by David LaPlante
    These days, businesses are increasingly using a full range of communication methods including email, Web and fax to enhance relationships with existing customers, as well as a low-cost means of acquiring new ones. Now an emerging communication mode, text messaging—or Short Message Service (SMS)—provides an additional and interesting opportunity for ... more
  • by Brian Carroll
    Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas. Bananas are harvested when they are green, and they turn yellow as they ripen. Roughly 95% of your leads are like harvested green bananas. Here's how to ripen all those ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: If you're a service business or sell a more complex product, is it still possibly to take advantage of the holiday shopping season? Also this week, read your answers to last week's problem: What is the best approach or message for marketing ... more
  • by Stephen Shaw
    At a time when Marketing and IT must closely collaborate in order to cope with a rising swell of consumer data, both groups still engage in needless bickering, neither side willing to put aside historical grudges. Without a common understanding of the role of technology in customer management, and a path ... more
  • by Sherri Dorfman
    There was a time, not long ago, when companies could generate new business by simply listening to and following the advice of their investors and business advisers. To remain successful today, however, companies must collaborate directly with their most important stakeholders—paying customers. more
  • by Joseph Benson
    We all know, buy and experience brands that have a great heritage. For some of us, it is Mercedes, Philips or Disney. For others, it is McDonalds, Heineken or Gucci. What makes these brands great, what they all have in common, is that they have had the time to build ... more
  • by Sean D'Souza
    Are you losing truckloads of dollars simply because you don't get the customer to consume what they've ordered? Can't entice them to move beyond the sale? What's missing in your marketing? more
  • by Hank Stroll
    Ethical marketers all over the world worry about US spam-related laws, because they are not always clearly written or easy to understand. This week: What can marketers do to ensure compliance with anti-spam legislation? Also this week, read your answers to last week's dilemma: What's the best way to evaluate ... more
  • by Gerry McGovern
    E-marketing is about substance over show, logic over emotion, text over graphics. In fact: good Web marketers follow the Google motto: be useful. more
  • by Chris Scott
    Custom publishing is a proven branding and messaging strategy that can be an important part of an integrated marketing campaign. But this communications approach—whether "sponsored" supplements, newsletters or magazines—can also play a role in a strategic PR initiative. more
  • by Karl Meszaros
    Over a period of six years, an established high-tech company has seen five reincarnations of its global marketing organization. With each new senior marketing executive has come a new interpretation of the company's mission and vision, followed by new attempts to tune market positioning and overhaul sales tools. Such organizational ... more
  • by Laura Patterson
    Most businesspeople intuitively know that the key to successful marketing is having a marketing plan—a blueprint for action. But many companies operate without one, focusing instead on the issues of the moment without committing to a long-term strategy. A marketing plan does not need to be complex, but it does ... more
  • by Hank Stroll
    Marketing complex products and services is a challenge. This week, add your two cents to: What methods work well for marketing technical services and solutions? Also this week, read your answers to last week's dilemma: What do you do when you are stuck with a no-name moniker and no brand? more
  • by Mal Watlington
    It's the fourth quarter of the fiscal year. Let the finger-pointing begin! In truth, the key to accurate lead-conversion ROI calculations is "self-honesty." While every company has the right to create its own definition of "R" to compare with "I," it is critical to look back at the justification that ... more
  • by Ellen Weiss
    Endorsements can prove to be excellent ways to create a genial relationship between your product and the person or team being endorsed. Just be wary of capitalizing too quickly on a media event that may not be advantageous for the brand! more
  • by Dan Herman
    The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service. Following those 10 approaches will make the difference between masterful creations of brands and amateur imitation. more
  • by Bill Nissim
    At the heart of branding resides a paradox. This article unravels that paradox and examines its intricacies. more
  • by Laura Patterson
    Without metrics to track performance, marketing and business plans are ineffective. Businesses need to know which success factors require measuring, and they must understand the differences between measurements, metrics, and benchmarks. For marketers, three primary metrics constitute a starting point for tracking their performance. more
  • by Hank Stroll
    Unfortunately, life has no crystal ball. This week, weigh in with your advice on: What process or evaluation model do you rely on to ensure your decisions have a better chance for success? Also this week, how do you communicate with one voice to various markets? more
  • by Kirk Martensen
    Most trademark licensing relationships are defined and evaluated based on the terms in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including the health and wellbeing of the licensor's brand. Surprisingly, many license agreements do not include specific terms ... more
  • by Eric Thiegs
    Times have changed for the account service department. Our role as account executives is to lend expertise and insight as we hack the path for our clients through a post 9-11 marketing jungle. more

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