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Marketing Articles: General Management

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  • by David Meerman Scott
    Savvy marketing professionals understand that sales and marketing must work together to move prospects through the sales pipeline. This is especially important in the complex sale with long decision making cycles and multiple buyers that need to be influenced. The good news is that Web content drives people through and ... more
  • by Sean D'Souza
    You wouldn't go on a date with the next person that walked through your door, and yet, you have no qualms in accepting any client that comes your way. The result? Your customers will push you around; not pay the invoices on time; and end up being the most pedantic, irritating ... more
  • by Nathan Kaiser
    Excite co-founder Joe Kraus has a new venture, and he likens the technology driving his new business to the Internet in the mid-1990s, when it was still "trapped in the land of the nerds." His new venture is the collaborative publishing tool known as Wikis. Just what is a Wiki, ... more
  • by Robert Kaden
    So many companies spend $25,000, $50,000 or $100,000-plus on a research study, only to give the results a cursory glance before relegating it to the "I'll get to that later" pile. Research studies usually collect dust because they fail to get the attention they deserve in the kind of format that ... more
  • by Mike McLaughlin
    For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients to grow a profitable business. Those days aren't gone, but they're fading fast. more
  • by Michael Perla
    At its essence, the marketing funnel is an effective tool to use in evaluating what activities you are successfully executing along your closed loop marketing process—branding, targeting, closing deals, and looking for ways to add incremental value to existing customers. Like most framework tools, it can enable you to identify, ... more
  • by Jeffrey Mucci
    A company's name can command a tremendous amount respect and equity with customers. Likewise, employees who possess a great amount of pride in working for a world-class organization can be a greater asset than sometimes realized. If companies can take these ingredients and begin to change the culture to one that ... more
  • by Hank Stroll
    It's the time of year when many businesses start thinking about sending their clients appropriate gifts to thank them for their business. There's no strict rule of thumb with gift giving, but here are some valuable ideas. more
  • by Gerry McGovern
    The Web requires leadership if it is to achieve its full potential. Such leadership will rarely be given by senior management. Guess what: that means it's up to you. more
  • by Leigh Duncan-Durst
    In addition to the skills required 10 years ago, today's marketer must possess more sophisticated marketing skills and a slew of other core competencies. Along with a keen understanding of the creative development process, marketers today must demonstrate capability with business case development and project management. Quantitative analysis skills and ... more
  • by Ken Fenyo
    As a rule, pre-merger expectations don't measure up to long-term results. Up to 70% of merged companies don't achieve their predicted revenue synergies -- a problem that's further complicated when companies have multiple brands and serve a variety of customer segments. If the newly combined company hopes to meet expected growth ... more
  • by Alison Chandless
    Let's face it, sales people are notoriously hard to impress—even when you can get their attention. They tend to be very opportunistic learners; they want information when they need it, not before, and if the content isn't completely relevant to their selling strategies—you've lost them. But your sales organization needs a ... more
  • 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

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