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Marketing Articles: General Management

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  • by Sherri Dorfman
    Most businesses these days are under pressure to differentiate their products and services to attract new business. Although customers can play an important role in helping companies define their differentiation, a surprising number of businesses decide to skip this important customer research and launch offerings based on what “we think ... more
  • by Paul Barsch
    A recent book by a popular CRM expert declared the era of the 4 Ps effectively over. The author argues that product, promotion, price and place are no longer key to providing sustainable differentiation. While the author makes many compelling points, the key question remains: has the oligarchy been ... more
  • by Lisa Johnson
    Two years ago, Maytag created an innovative experiential marketing strategy, whereby prospective customers would take their new, top-of-the-line appliances for an interactive "test-drive." Successful retail spaces create a full sensory experience. Consumers want to see, feel, touch, taste and interact with your products before they buy. Here are some strategies that ... more
  • by Kevin Labick
    Organizations today understand that the Internet can play a critical role in their success when leveraged correctly, and they hire Web firms for their proven ability to solve critical business issues. That requires a well-crafted request for proposal. That approach works great if you write the right RFP. Here's ... more
  • by Hank Stroll
    This week, our regularly featured "SWOT Team" column gets a new name as it becomes the weekly "Marketing Challenge" column. In it, a reader asks: How do I create a big splash on little cash? Readers respond with four excellent approaches. Also this week, suggest your own answers to ... more
  • by Karl Moore
    The human mind has long been considered as a kind of "black box," something which was rather mysterious. We can measure the results of our marketing efforts, in terms of sales, awareness, liking and so on. We understand reasonably well the beginning and end of the process—but not the ... more
  • by Paul Bruemmer
    Your average business Web site has come a long way since its brochure days. Savvy businesspeople have learned a lot about Web site design and usability, especially the importance of designing and testing landing pages to increase conversions. But has corporate America discovered the importance and effectiveness of organic search ... more
  • by Mary Brown
    Someday in the not-so-distant future, branding as we know it will be thought of as so 20th century. With societal, cultural and technological changes occurring at increasingly accelerated rates, keeping your eye on the horizon of future trends in branding gives your company the advantage. What trends are already ... more
  • by Jeff Thull
    If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation. But are you sure that you're providing value to your customers? Even if your answer is an emphatic yes, you might want to take a closer look. more
  • by Mike McLaughlin
    You might call it the project from hell, the death march or the one that ended up in the ditch. Most of us have at least one project horror story, though some of us have seen more than our share. If you haven't experienced a project that's gone sideways, consider ... more
  • by Hank Stroll
    This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale? Also this week, read your answers to a previous week's question: What do you do when an initial marketing campaign isn't flying? more
  • by Robin Stavisky
    Hidden away like some Cinderella before the prince discovered her, online pressrooms do not often attract much attention, much less a second look. But like the fairy tale character, online media rooms can offer a striking example of the power of Internet to transform a humble servant into an essential ... more
  • by Susan Solomon
    There are many approaches a company can take to blogging, each of which has its strengths and weaknesses. A blog written by top management, for example, has the potential of providing news straight from the decision makers. But the downside is that CEOs and senior executives are also wary of ... more
  • by Mike Schultz
    Services marketing efforts are moving online not because a few marketing consultants and strategists say they are—but because your clients and prospects are online, and their online experiences are influencing all buying decisions. Here are four arguments you can use to help your firm boldly enter the new world of ... more
  • by Robbie Baxter
    Marketing partnerships can be one of the cheapest, fastest and easiest ways to grow your business and test new market opportunities. It can also be a black hole for resources. During the Internet heyday, it was enough to identify a potential partner and a cool idea, sign a contract and ... more
  • by Joe Tedesco
    If infrastructure-focused IT departments want to stop seeing themselves cut out of the conversations with their own companies' marketing departments, they've got to start speaking the language of business. Until IT departments are willing to make changes, their power will continue the steady decline that began with the ... more
  • by Ian Durrell
    Today's customers perceive themselves as having unique needs and interests, and they demand that businesses understand and meet those individual needs. To satisfy these customers, major marketers must shift from casting a wide marketing net over a vast crowd to selling to millions of individual customers. more
  • by Stephan Spencer
    If you haven't heard of podcasting yet, I am not surprised. It's a brand new term—just invented earlier this year, in fact. Podcasting refers to the technology used to pull digital audio files from Web sites down to computers and devices such as MP3 players. It's a significant departure from traditional ... more
  • by Michael Fischler
    Of all the slams on marketing, one of the biggest is that it is, in a word, guesswork. That distinctly pejorative view of our shared business discipline is that it is without any discipline at all. We protest that this is an uninformed, tainted view of us. We insist marketing ... more
  • by Mike McLaughlin
    Clients and consultants alike usually dread fee discussions. Here are six strategies to help you preserve your profit margins and your client relationships as you work through pricing discussions. more
  • by Laura Patterson
    For marketers in the services industry, it's important to understand the key factors that enable us to profitably acquire and keep customers. Here are four factors that represent best practices for marketers. more
  • by Jack Covert
    You want to keep up with your marketing reading. But there's so much out there that you don't where to start. Here are four of our favorites from '04. And these recommended titles are as good a place to start as any. more
  • by Mike McLaughlin
    Many wonder how a rainmaker reels in so much business while others can only shake their heads in amazement. Some suggest that rainmaking is a genetic predisposition and therefore beyond reach for all but a select few. Nothing could be further from the truth. Rainmaking is part skill and part ... more
  • by Sean D'Souza
    Apple's iPod is a necessity with travelers, teenagers, fitness fanatics, students, business executives and, yes, even grandmas and grandpas. So did the iPod break the rules of staying with one target audience? How can you argue with one billion dollars in sales? Find out how the iPod looked at "target audience" ... more
  • by Gabriel Steinhardt
    The role of a product manager is challenging, complex and often misunderstood. But properly defining and structuring the roles and responsibilities of the product management team enables the team members to be more efficient and productive, leading to better revenues and higher-quality products that meet customer needs. more

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