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Marketing Articles: General Management

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  • by Laura Patterson
    If you're the CEO of a small or medium-sized business, your challenges not only include prioritizing the numerous demands on your time, balancing short-term opportunities with long term goals, managing cash flow and long sales cycles, solving resource shortages ranging from funds to people, but also wearing a the variety ... more
  • by Jack Covert
    With the start of autumn and a new school year comes a renewed emphasis on learning. That's true for those of us who haven't ridden a big yellow bus for many years. So, among the dozens of marketing books published every year, here are three (plus on bonus title) published in ... more
  • by Hank Stroll
    This week: How does a business determine how much to devote to its marketing budget? Unfortunately, there's no magic number or formula. The most common answer is, "It depends." more
  • by Chetan Saiya
    Compliance, corporate governance and recent legislation such as Sarbanes-Oxley are nothing new to corporate executives who run the risk of exorbitant fines and even jail time for failing to conform to recent mandates. But what's new is this: Accountability for corporate compliance and risk—areas that were once reserved for the ... more
  • by Ken Lauerer
    Far too often, agencies and companies alike unwittingly focus on tactics—rather than strategy—in their marketing and communications activities. It's not always easy for companies to pause, step back, and review where they are going. However, if you don't have a clear marketing roadmap, you'll likely be going in circles, ... more
  • by Paul Barsch
    Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with finding the right people and putting them in the right jobs. Indeed, the "whats" are important, but only in context ... more
  • by Laura Patterson
    A good marketing plan is in essence the Cliff Notes version of the company's current status, how it got there and what if anything needs to be addressed. In other words, a good marketing plan has all the elements of a well-told story. more
  • by Ann Handley
    Chris Maher is president of Fosforus, a business-to-business marketing, media, and interactive design firm based in Austin, Texas. Those of you who have read his writing on MarketingProfs know that Chris is a little different from your average agency guy. He beats a drum about real connections (not just marketing) ... more
  • by Gary Katz
    Companies like Intel, IBM and Adobe are leveraging Marketing Operations to improve performance and ROI as they refine their marketing organizations using an operational focus. But you don't have to be an Intel or Adobe to benefit from this emerging discipline. Here are the seven deadliest marketing sins that plague ... more
  • by Hank Stroll
    This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately. Does it make sense for service businesses to offer their customers the same "deal"? more
  • by David Warschawski
    You know the truth will set you free. Hopefully, the truth will also help you create great marketing results. Here are three communications myths whose time has come to an end. more
  • by Anthony Cirillo
    Entrepreneurs see the world in a different way. Different perspectives foster innovation. All around a given community, there are hundreds of success stories of mom-and-pop operations that have grown successful enterprises in all types of product and service areas. Seek out and engage these entrepreneurs—they have something to teach us. more
  • by Andrew Updegrove
    Obviously, one of the great technical innovations of our time is the World Wide Web, invented by Tim Berners-Lee. Here, he speaks about the launch of the next generation of his creation: the Semantic Web. What is the Semantic Web? It's a "smarter," more useful resource that enables a new ... more
  • by Guy Powell
    You worked hard on developing your strategy and designing great creative. Now you have to go to the CFO and get his approval to start rolling it out. But then he axes 25% out of plan, just because he could. Now you have to spend all night reworking your plan ... more
  • by Hank Stroll
    Whether you are talking Harry Potter books or more complex products, the timing of release dates can be critical to your success—especially if those products or bundled services are being sold to businesses instead of consumers. So when do you announce a new product's release? See what readers have to ... more
  • by Sean D'Souza
    You've probably already had dozens of reasons and seasons to create the accidental evangelist. And yes, you can play Santa in July, if only you'd listen. Here's how to recognize those "accidental" opportunities. more
  • by Steve Bosking
    Sometimes genius comes in the form of amazing innovation. Other times, genius is right under our noses—ripe for the picking. You just have to look. more
  • by Evan Berglund
    Few people would argue that a pilot should give up his preflight procedure in favor of a creative session. But there are those who argue that marketing professionals should always start from scratch and make their own mistakes, even if the exact same mistakes have been made a thousand times ... more
  • by joan Schneider
    Successfully launching new products gets tougher every year. In the past decade, the number of new consumer products hitting the shelves has skyrocketed by 59 percent, making it much more difficult for new products to win consumer attention. If you've built a better mousetrap and plan to introduce it into ... more
  • by Manoj Aravindakshan
    If there has been one constant in the ever-transient paradigm of marketing on the Internet, it is that "content" is the key to attract a steady stream of the uninitiated as well the converts. Good white papers serve to generate awareness about a product/service/organization, and more importantly, cause people to ... more
  • by Hank Stroll
    Creating demand for your speaking services can be challenging. This week, read the three more important steps for creating interest in your speaking services. Also this week, supply your advice to: how do you effectively "educate" your clients about the online sales process? Get the full story. more
  • by Gerry McGovern
    These days, knowledge management is less about managing people and more about giving them the right goals, the right motivation and the right tools, and clearly articulating how success or failure will be measured. more
  • by Mike McLaughlin
    Few "tools" are more widely abused these days than so-called best practices. It's no wonder that most banks, supermarkets, airlines, retailers and professional services firms look astonishingly similar--they've been busy copying each other's best practices for decades. What's most alarming is how ingrained their use has become in the language ... more
  • by Promise Phelon
    Speak any language long enough, and you'll become fluent; take on the mindset of a strategist and you'll start to see things through a strategist's eyes. And others will notice the change in you--you'll find yourself more and more being called on to act as counsel on all matters customer. ... more
  • by Christopher Doran
    The good news is that the technology that allows you to market via the Internet is far from reaching its full potential. Much of the early energy in online marketing was spent finding ways to distribute marketing messages in new ways. Now, much of the online marketing energy is spent ... more

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