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Marketing Articles: General Management

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  • Six Ways to Maintain Your Brand's Voice While Using Freelancers
    by Amanda Maksymiw
    Do you use freelancers to keep up with the online content boom, despite your fear of compromising your brand? Here are six simple steps to keeping freelancers in line with your brand identity. more
  • Senior Execs More Optimistic About Business Improving
    More than one-half of senior executives (56%) say they are optimistic about business prospects in their industries over the next six months, up 11 percentage points from the 45% who said so a year earlier, according to a survey from Doremus and The Financial Times. more
  • Put That Bad SEO Experience Behind You, and Move On
    "Over the last dozen-plus years, unscrupulous SEO [companies] have given the entire search engine optimization industry a bad rep," writes Stoney deGeyter at Search Engine Guide. "It seems like every few months some high-profile person in the Internet world says something about how SEO is snake oil, sending ripples throughout ... more
  • How to Implement a Winning Social-Media Function in Your Organization
    by Amita Paul
    As social media becomes a strategic communication and marketing channel, the way you manage it must itself become more strategic. This article lays out the four phases of implementing a social-media management system in your business and outlines the 20 steps necessary for running a successful social-media function. more
  • Three Reasons Long-Term Domain Registrations Make Sense
    by Brant Kelsey
    If you market your business online, chances are you've bought more than one domain name over the years. It's important to periodically review all your domains, even the old ones pointing to an old microsite promotion. If you don't, you may be losing out on traffic or money—or, even worse, ... more
  • Customer Experience Leadership Survival Guide, Part 2
    by Jeanne Bliss
    To make customer experience stick as part of your operation, you need to have an organized and phased approach for integrating it into your organization. Here, based on working with scores of clients from around the world, is the real-world approach for how to integrate customer experience into your operation. more
  • Marketers Neglecting Demand Chain Performance
    As marketers focus on creative development and campaign execution, they often overlook the operational aspects of their go-to-market processes, resulting in the inefficient delivery of marketing materials to intended audiences and, ultimately, weaker frontline performance, according to a study by the Chief Marketing Officer (CMO) Council. more
  • 10 Ways to Entice Your Whole Company (Not Just Marketing) to Blog
    by Ann Handley
    It's a lot easier to maintain a robust, active blog when you have many contributors—not just one person responsible for writing compelling content, day in and day out, rain or shine, in sickness and in health. One place to look for help is to your own employees—from throughout the organization, ... more
  • Customer Experience Leadership Survival Guide, Part 1
    by Jeanne Bliss
    To make customer experience stick as part of your operation, you need to have an organized and phased approach for integrating it into your organization. Without it, customer experience becomes one more customer-focused tactic that your company tried for a while and then abandoned. more
  • Holiday Office Parties Worth the Cost? Yes!
    Despite tough economic times, holiday office parties are worth the price tag: 52% of surveyed advertising and marketing executives say the annual office party is a good investment, according to a survey by The Creative Group. more
  • Four Questions to Ask Yourself Before Starting a Business
    by Stephen Johnson
    Many people are bullish about growth prospects now that the Great Financial Crisis seems largely behind us. But a lack of planning and preparedness will sink many of ambitions to start a business. These four questions can help structure your thinking before you make some important decisions. more
  • Six Steps to Improve Customer Retention
    by Chintan Bharwada
    Customer retention is ultimately driven by value. Even the best segmentation, targeting, positioning, creative messaging, or promotion with flawless execution will fall flat in the absence of value. To succeed, customer retention must be a top-down, companywide initiative. Here's how to get there in six steps. more
  • How to Respond When Execs Hound You About Your Search Programs
    "You're sitting at your desk and the email lands in your inbox with a thud," writes Michael Brenner at B2B Marketing Insider. "[S]omeone important in your company just did a search in a major search engine on a keyword they thought was important, and your paid ... ad didn't show ... more
  • 12 Small-Business Marketing Phone Tips for the 12 Days Till Christmas
    by Kevin Baker
    During the holiday season, how do you reconcile the high-pressure needs of your small business with your family's desire to roast chestnuts on an open fire? Having a virtual phone service can help, as can these 12 small-business phone tips for the 12 days leading up to Christmas. more
  • Six Best-Practices to Improve Sales and Marketing Alignment
    by Laura Patterson
    Your sales and marketing organizations are the most critical links to customers. The alignment of those two organizations determines how well a company attracts buyers and sells to them. The relationship is more than just a simple handoff at the point a lead is generated; it is the foundation for ... more
  • The ROI of Real-Time Marketing and PR
    by David Meerman Scott
    In a world where speed and agility are essential to success, most organizations still operate slowly and deliberately. But the MBA-style approach of working off spreadsheets that predict what to do months into the future is no help when news is breaking in your industry today. The Internet has fundamentally ... more
  • Older Workers Driving Social Networking at Work
    Gen-X information workers—and not those in the younger Gen-Y generation—constitute the majority of people who use social networking for business, followed closely by Boomers age 55 and older, according to a survey from Citrix Online. Moreover, the use of social and collaboration technologies among Gen-Y workers lags behind older groups. more
  • 'If You Want This Choice Position…': Seven Virtues of the Perfect Social Media Leader
    by Maria Ogneva
    Your social-media manager or director is a critical and strategic hire who will be responsible for formulating and executing your strategy, as well as educating your whole organization and aligning it with that strategy. How can you sift the wheat from the chaff? Here are the seven virtues of a ... more
  • How to Change When It's 'Change or Die'
    In a post at Harvard Business Online, Bill Taylor reflects on the influential article "Change or Die," published five years ago by Fast Company. "It was a bracing reminder of how hard it is for people to make deep-seated changes in their habits, even when they know the price of ... more
  • Protect Profitability: Start Each Day With a Mission Statement
    "Many business owners have dutifully written their vision and mission statements, working hard to craft statements with impact and importance," writes Marla Tabaka at Inc. "But what happens to those statements?" All too often, they're shuffled out of sight—and out of mind. In Tabaka's experience, many clients can't articulate a mission ... more
  • Three Critical Steps for Securing Your Marketing Budget
    by Laura Patterson
    Now that fall is here, you are likely tackling your marketing plan and budget. The pressure for marketing organizations to justify their spending, prove their programs' contribution to the organization, and demonstrate value is only increasing. These three steps can help ensure you are properly aligned with your organization and ... more
  • Bambi vs. Godzilla: How to Work With Very Big Clients
    by Matthew Stibbe
    Who said small firms can do business only with other small firms? If you can get your foot in the door, working for Fortune 500 companies is the smart way to grow a profitable marketing firm. This is how one small company found ways to turn its small size into ... more
  • 10 Best-Practices in Planning and Marketing Virtual Events
    by Tom Wieser
    Imagine making your events (marketing meetings, conferences, tradeshows, etc.) available to a much larger, highly attentive audience that can conveniently gather and exchange information, browse exhibits, receive product demos, provide feedback, and network—all via their computer. more
  • Accelerate Your Referrals: Nine Steps to Success
    by Barbara Bix
    If you're like many professional service providers, you get a lot of business from referrals. You get them because you're an expert and you provide excellent service. Nevertheless, that's not enough. Several things need to happen first: In fact, the referral process parallels the buying process that prospects use to ... more
  • Signs of Recovery in Industrial, Tech Marketing
    Despite dismal economic news overall, some business sectors are showing signs of improvement: Fully one-half of industrial-sector companies are expecting annual revenues in 2010 to be higher than they were in 2009, compared with the 24% of companies that reported the same a year earlier, according to a survey from ... more

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