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Marketing Articles: General Management

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  • 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
  • by Gerg Quigley
    The Fantasy: Your marketing budget is packed to the brim with money to help build your dream marketing team. You hire nothing short of the best. Life is good. The Reality: Your staff is overworked, your budget's tight and you complete about half of the projects on your to-do list. What's ... more
  • by Len Gingerella
    Marketing management is often relegated to communication, advertising and promotion efforts. It's hard to convince senior management that Marketing can produce moneymaking results. But that's what marketing managers need to do if they want to be recognized. more
  • by Rob Engelman
    As we enter the early stages of the New Year, it is natural to think about and plan our marketing and business development activities for 2005. Whether you are a independent consultant, corporate executive or entrepreneur, consistent application of the following seven core marketing best practices will enable you to ... more
  • by Susan Solomon
    Old-school thinking demotes blogs to the domain of college students and frustrated authors battling writers block. New-school thinking elevates blogging to a much different sphere of influence. Journalists have embraced blogging -- both authoring blogs as well as consulting them for sources. And now blogging also has a place in ... more
  • by Sean D'Souza
    If you can do the three big things this month, quarter or year, you'll not only achieve more and earn more but also find that all of the above is measurable. Best of all, it will give you a sense of focus; a sense of True North. more
  • by Elaine Fogel
    When corporate America participates in cause-related marketing programs, it enhances its image, customers show greater loyalty, the public recognizes companies as good corporate citizens, and the companies gain a competitive advantage in staff recruitment and retention. But does corporate America really care? more
  • by Mary Enderle
    Building and maintaining a trusting relationship with your agency is key to project success. Many relationships with agencies fail because clients treat them like vendors instead of partners. They don't value agency advice when they really need to get a fresh perspective in solving a communication challenge. You can learn ... more
  • by Robbie Baxter
    Robbie has worked at companies with smart, charismatic leaders who have run a good idea right into the ground. A leader without a sound strategy is like a guide without a compass, a ship without a rudder or whatever other clichéd metaphor you like. There's a reason we have so ... more
  • by William Arruda
    It's natural to start thinking about your career in the beginning of a New Year—a time for resolution, reflection and rebirth. To help you focus on taking your marketing career to the next level, here are five key elements of a successful strategy. more
  • by Brian Carroll
    Imagine your marketplace is a field of banana trees. Your marketing people are those who nurture and pick the bananas. Bananas are harvested when they are green, and they turn yellow as they ripen. Roughly 95% of your leads are like harvested green bananas. Here's how to ripen all those ... more

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