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Marketing Articles: General Management

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  •  Managing Millennials
    "Millennials may have built a house in Indonesia for Habitat Humanity or the like," says Lynne Lancaster in a BNet video posted to the Viaspire blog. "But they know very little about the corporate world, or how it operates." This generation—born between 1980 and 2000—is entering the workforce in ... more
  • Marketers, It's Time to Hop Off the 'Time Management' Treadmill
    by Stephan Spencer
    Gems of 2008: Ever sigh to yourself, "There just aren't enough hours in the day!"? You're not alone. Most marketers are overloaded and under-resourced. But it doesn't have to be that way. And managing your time more efficiently isn't the answer. more
  • No C Left Behind
    A new whitepaper from ExactTarget—cheekily titled No Executive Left Behind—argues in its subtitle that there are 10 things your C-Suite must know about email. "You cannot assume that your C-Suite understands the critical role played by email in facilitating sales and maintaining strong customer relationships," ExactTarget's Jeffrey Rohrs says. "You ... more
  • Welcome Home!
    "A good opt-in procedure lays the foundation for a strong email program," writes Loren McDonald in an article at MarketingProfs, "but a well-thought-out series of welcome emails will help turn your newcomer into a long-term subscriber." A proper welcome program speeds up engagement, notes McDonald, and reduces list churn "because ... more
  • A Toolbox for Brand Assessment and Repositioning
    by Bill Nissim
    To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had an impact on respected brands ranging from Starbucks (closing 600 stores) to automotive giants, which have announced cutbacks in North ... more
  • Don't Wash Your Hands, OK?
    In a recent post at eMagine's B2B Web Strategy blog, Matt Roche warns about the dangers of outsourcing your PPC campaigns—and then washing your hands of them. Oftentimes, when B2B marketers choose to turn things over to outsiders, he says, "they feel they never need to worry about [PPC] ever ... more
  • Case Study: How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals
    by Kimberly Smith
    In tough economic times, one company set out to care for its people in a unique way. Toshiba America Medical Systems efforts to align and nurture its sales team means the team is now on track to exceed sales goals. more
  •  You've Been Punk'd ... and Wiki'd
    When Ann Handley waxed philosophical on the subject practical jokes in a post at Annarchy, her readers filled the comment section with stories of their own favorite stunts. Most were personal in nature, but Mike Volpe of HubSpot noted that some of his best work-related memories center not on business ... more
  • Shut Up and Listen. Please.
    "Most people are not very good listeners," write Don and Sheryl Grimme in The New Manager's Toolkit. The reason, the say, is that we spend our days juggling personal and professional issues, and find it difficult to focus entirely on those facing our employees and colleagues. When this happens, we ... more
  • Staying Up in a Down Economy: Eight Marketing-Strategy Tips from Best Buy and Wipro CMOs
    by Roy Young
    Leading companies do not subscribe to the notion that marketing is a discretionary expense. They know that there is business opportunity during economic downturns, and marketing can lead the way. more
  • My House or Yours?
    With the Search Engine Marketing industry in North America generating more than $10 billion annually, most marketers know that search needs to be a part of their plan. What they seem less certain about, however, is whether to manage SEM campaigns in-house, or to outsource them. How do you determine ... more
  • Marketing Champion Q&A: Xerox VP Christa Carone Builds the Brand and Reputation
    by Roy Young
    During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the ... more
  • Warren Buffett's Three I's
    As fallout from the current economic crisis continues to mount, thoughtful people are beginning to ask what we can learn from this experience. In a post at Harvard Business Online, Bill Taylor highlights a Warren Buffett interview on Charlie Rose in which the billionaire investor responds to the question "Should ... more
  • Guidelines for Choosing Online Marketing Technology
    by Charisse Tabak
    The burgeoning online marketing industry has produced a veritable treasure trove of technologies and their associated tools to support your efforts. With this cache of options comes the need to be accurate in your selection, making sure the tool matches the objective. more
  • Staying on Top in a Downturn
    With the latest seismic shifts in the U.S. economy, it seemed a good time to check back to Jon Miller's "definitive guide to B2B marketing during a downturn," first presented last June in his Modern B2B Marketing blog. Here are seven of Miller's smart tips. 1. Use lead management to maximize ... more
  • A Clearly Good Marketing Plan
    "Marketing plans are essential documents for virtually any business," says Tim Calkins in an article at MarketingProfs. "[I]t is hard to do great marketing without a clear plan. Unfortunately, many marketing plans simply don't work very well; they add little value and end up on a shelf, collecting dust." How ... more
  • Marketing Champion Focused on Customer Analytics: Q&A With Paul Barsch, Marketing Director of Teradata
    by Roy Young
    Paul Barsch, Marketing Director at Teradata, the business intelligence and data warehousing firm, is responsible for coordinating services engineering teams to define, build, and bring new offers to market. A self-described "information junkie" with over 15 years in marketing for information technology and consulting firms, Paul challenges all marketers to bring ... more
  • Go Cone Yourself
    "It's hard to keep those marketing juices flowing if you are feeling bogged down," says Drew McLellan at his Marketing Minute blog. "Sometimes I have to give myself a reprieve. So I cone myself." Say what? It turns out that everyone in McLellan's office has a bright orange traffic cone. If ... more
  • Hands Off!
    OK. This one is for the sales managers. Grab a cup of coffee, and take a minute for a quick quiz. Daniel Sitter at the Idea Sellers blog has come up with some key questions to help determine if you're getting the most out of your B2B sales team. "Do ... more
  • You Don't Say
    You're in line at a store when the cashier answers the phone, speaks in a snarky tone, rolls his eyes, hangs up and then comments on the caller's stupidity while ringing up your purchase. Anyone would consider this an egregious example of poor customer service—black marks all around. But the Service Untitled ... more
  • Tackling the 'Too Hard to' Pile of Marketing Accountability
    by Laura Patterson
    If you're like us, you probably have one of those piles on your desk that keeps being moved from one corner to another. You know, that pile you need to get to but avoid because it will take some real effort to tackle? For many marketing professionals, marketing accountability, analytics ... more
  • The Weakest Link
    In an ideal world, your entire team would demonstrate the skill and enthusiasm needed to make every marketing campaign a success. Unfortunately, though, you're going to encounter subordinates who don't measure up. In a post at Harvard Business Online, John Baldoni offers some quotes purportedly sourced from actual performance evaluations. Comments ... more
  • The Five Dumb Mistakes
    Running a small business can be a risky endeavor, but you don't have to reinvent the wheel when it comes to marketing. Taken from The Reach Group's Free Agent Formula—created by Cheri Hanson, Lisa Johnson and Cassie Pruett—here are the top five mistakes made by entrepreneurs: Creating a business that follows ... more
  • Top 10 Challenges Interactive Marketers Face
    by Aaron Kahlow
    The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many marketers say things like "social media" or "search engine optimization" ... more
  • The Power of Green Lies in the Hands of Marketers
    by Jacquelyn A. Ottman
    Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. But the real power of green lies in the hands ... more

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