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Marketing Articles: General Management

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  • Achieving Relevance in Direct Digital Marketing: Overcoming Organizational Constraints
    by Bryce Marshall
    Organizational challenges can be the silent killer to achieving relevance in direct digital marketing, placing constraints on innovation and on the adoption of technology and best-practices, or limiting the manpower to create compelling campaigns and programs. You can do everything else right, but failure to address organizational challenges can torpedo an ... more
  • All Together, Now, Brand!
    As the marketplace continues to change and evolve, there's a possibility that you've developed a new vision for your company and a new commitment to your industry. Perhaps, in the process, you have even determined that you need a new name or a new way of talking about what you ... more
  • Case Study: Lessons From Martin Guitars: Three Ways to Survive a Downturn
    by Kimberly Smith
    C. F. Martin & Co. survived the Civil War, the Great Depression, and both World Wars. Inspired by its past, the guitar maker thrived in 2009. more
  • I Knew You'd Be There for Me
    Belgian beer label Stella Artois has added a splash of engagement to its marketing strategy with Le Bar Guide. Developed by Acrossair, Le Bar Guide is a free app that points users to the nearest bar serving Stella. Run searches by ZIP Code, or switch the augmented reality feature on—and have ... more
  • Give 'em What They Want Today!
    "Retailers have complained incessantly about unfair competition from e-commerce stores," writes Mark Riffey at the Business is Personal blog, "but not enough have done something about it." Online shopping is undeniably convenient and efficient. After all, customers can browse, comparison-shop and make purchases from the comfort of their favorite chair. But—despite ... more
  • Companies Embrace SaaS for CRM
    As companies continue to embrace software-as-a-service (SaaS) for the most strategically critical applications in their businesses, 52% say they are deploying SaaS for customer relationship management (CRM), making it the most widely adopted application of SaaS, according to a study from Avanade. more
  • How to Be Successful With New Web Initiatives
    by Christian Shea
    One of the traps that many organizations fall into when launching a new Web initiative is putting the focus of the project on new technology or new functionality. Instead, you need to start your project with the end result in mind. This article outlines project phases that you need to ... more
  • Taking Groupthink Up a Notch
    News flash: LinkedIn still boasts one of the largest, tightest-knit collections of professionals in the social-networking space. And now it wants to be even more useful to marketers. Custom Groups is a new feature at the site that lets users build sponsored collectives. Simply establishing a non-branded LinkedIn group is still ... more
  • May I Make This Annoying for You?
    "I was at my bank earlier this week, making a deposit, when I saw a display for VISA gift cards," recounts Drew McLellan at his Marketing Minute blog. "I needed one for a gift, so I thought … great, I'll just get it here." Thus began the exasperating process of completing ... more
  • That's Mine! My Name's on It!
    Let's say you sell trendy furniture for family-friendly prices. What's the best way to push product and spread brand awareness? Well, you could try developing and offering: A showroom. Pros: People see products in context, and they can buy them right then and there! Cons: You don't reach potential buyers who aren't ... more
  • Media and Marketing M&A Surge in 2H09
    Though M&A activity was subdued in 2009, a substantial pickup in deal-making in the latter half of the year––much of it involving marketing & interactive services and online media marketing & technology companies––is restoring confidence in M&A in 2010, according to The Jordan, Edmiston Group. more
  • Keep Calm and Carry On
    It's hard to maintain a positive attitude as the recession's negative impact continues to challenge businesses like yours. "The relentless tide of bad news may tempt those in charge to adopt a pessimistic view point," writes John Baldoni at Harvard Business Online, "but leaders owe it to their followers to ... more
  • Five Ways to Build Trust—and Tipping Points for Choice
    by Anthony Cirillo
    A column by noted coach and businessman Harvey Mackay contended that trust is the most important word in business. It made the point that people buy from people, not from companies. To help build trust, start with the following five steps. more
  • See Me During Office Hours
    During the recession, you've actively adjusted your message to address the needs and concerns of customers and prospects. But have you assuaged the fears of worried employees with similar gusto? If not, consider this: While you won't be able to put everyone's mind at ease, you may be able to improve ... more
  • Branded-Content Spend Reaches New High
    Marketers spent record highs on branded content in 2009––allocating on average 32% of their overall marketing, advertising, and communications budgets to the category––up five percentage points from the previous high of 27% recorded in 2007, according to a study from the Custom Publishing Council (CPC). more
  • Sounds Good to Me!
    "I know I have said it a million times in speeches, articles and in person," writes Dylan Boyd at The Email Wars blog, "but telling someone 'thanks' is one of the best things that you can ever do for your email campaigns." He was particularly impressed by the follow-up he received ... more
  • The Notorious CEO
    When rapper Biggie Smalls released "Ten Crack Commandments," he intended his lyrical advice for entrepreneurs who operate in a niche—and entirely illegal—industry. "The track is meant to be a crash-course for would-be crack dealers," notes Robert Moore at The Metric System blog, "but Biggie's ten commandments actually add up to ... more
  • At the Crossroads
    You need to fill an open position on your marketing team, and you've lined up interviews for the most promising candidates. But in this economy—with so many people competing for so few jobs—you wonder how truthful each will be about his or her working style. Candidate A might say he loves ... more
  • Marketing Is So Much More Than Promotion: Just Visit My Hairdresser
    by Barbara Bix
    What can marketers learn from the smallest of small businesses, a hair salon? You might be surprised: Here is a story of an integrated-marketing and client-service approach that any business would do well to emulate. more
  • Agency Doublespeak
    If there's one thing marketers know how to do, it's to make things sound better than they actually are. Consider a drink often requested by Paul Williams at Starbucks—that purveyor of infinitely customizable beverages: Iced, tall, no-shot Americano. Even if you know how to decode Starbucks lingo, you might still ... more
  • Bah, Humbug to the Downturn!
    Few companies have been spared the ravages of the recession, but some strategies seem to be working to help small businesses stay afloat. In a recent article at Inc., Elizabeth Wasserman suggests tactics that small retailers might employ to add some ho-ho-ho to the late-holiday sales season—and boost results in the ... more
  • You Stupid Donkey!
    Celebrity chef Gordon Ramsay has built a reality-television empire with his abrasive style, ready arsenal of barbed insults and propensity for four-letter words. It all adds up to great television. But in the case of Kitchen Nightmares, which focuses on Ramsay's attempts to save failing restaurants, the entertainment is also ... more
  • Hey, Batter, Batter, Batter!
    If you've ever pitched the idea of creating an email preference center to your team, you know what a tough sell it can be. "I had a meeting this morning where we started to list out all the different country and local laws governing choices across various brand-service agreements," writes ... more
  • We Don't Need Another Hero
    "Some of the most popular features in business magazines, in general, and entrepreneurship magazines, in particular, are the success stories—the articles that describe how an entrepreneur or a company achieved success," says Daniel Faintuch in a post at A Marketer's View. The adulatory tales, he notes, often follow a familiar trajectory: ... more
  • 'The Open Brand': How Brands Can Thrive in a Consumer-Driven World
    by Sean Howard
    "The Open Brand" is a power-packed framework and guide for how brands can thrive and participate in a world where the consumer is the creator. Here's a Q&A with one of the authors. more

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