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Vol. 3 , No. 50     December 21, 2004


In this Newsletter:

  1. Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies
  2. Why We Fail at Intimacy: Falling Short at the Promise of Relationship Marketing
  3. Revitalizing Lead Creation: Six Strategies That Work (Part 1)
  4. Three Reasons to Publish an E-Newsletter AND a Blog
  5. Searching for Behavioral Clues
  6. Making Marketing Matter to the CEO: Strategies from Jack Trout
  7. Is Your Company CAN-SPAM Compliant?


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Premium Content

Debbie MacInnis and C. W. Park
Making the Most of Your Brand: Leveraging Brand Equity Through Branding Strategies

It's best to have a brand that is sufficiently strong to allow a company to enter new markets, develop new products and burrow deeper into markets it has already entered.

In the last of this four-part series, Park and MacInnis suggest how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing.

Get the full story.


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Matthew Syrett
Why We Fail at Intimacy: Falling Short at the Promise of Relationship Marketing

One of the promises of interactive marketing has long been its ability to create intimate relationships with our customers. As a promise, it has been largely unfulfilled. The consumer experience of these relationships is typically lackluster, and the marketers’ gains have been on the whole unremarkable.

Which begs the question, “What are marketers doing wrong?”

Get the full story.

Stephen Diorio
Revitalizing Lead Creation: Six Strategies That Work (Part 1)

Many organizations have lost their focus on lead generation because budget-strapped marketers are under "efficiency” pressures to optimize campaign budgets, customer retention and overall marketing ROI.

The problem is that focusing on “efficient growth” does not yield better lead generation. Focus on cost containment and accountability usually yields only marginal gains. Therefore, managers are looking for new ways to grow.

What's a marketer to do? Focus your efforts on the “front end” of the sales and marketing process. Here are six ways you can revitalize lead generation in your own organization.

Get the full story.


A Note to Readers

Most Memorable MarketingProfs

Greetings, discerning readers! Holiday greetings, that is.

This week, we have a very special issue of MarketingProfs. It's our last issue of the year, and in it are some of the most memorable articles from 2004.

It's impossible to distill a year's worth of content – or about 350 articles – down to a mere single issue's worth. But for various reasons, these seven articles are don't-miss pieces from the past year. They were hand-picked by various members of the MarketingProfs staff as well as readers like you.

Enjoy the holiday season and, as always, don't hesitate to contact me. As always, your feedback is both welcome and encouraged!

See you in 2005!

Ann Handley


Last Issue's Top 5

  1. The Right Way (and the Wrong Way) to Increase Prices
  2. The Best Way to Listen to Customers
  3. Marketing and IT: Two Solitudes
  4. Can We Talk? Surveying Your Prospects and Clients
  5. Lead Nurturing: Ripening the Right Bananas
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Recent Know-How Exchange Questions/Answers

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  2. Researching Leads
  3. Marketing Plans For Nonprofits
  4. How To Invite My Customers To Writing Referrals
  5. Recommended CRM Software


Debbie Weil
Three Reasons to Publish an E-Newsletter AND a Blog

Newsletters or ezines are still the e-vehicle of choice for most marketers. But blogs are being slowly adopted as a channel for business communication.

Here's why. Get the full story.

Jim Sterne
Searching for Behavioral Clues

What people search for on your site is a gold mine of information.

Visitors enter a word or two in that search box in the upper right corner of your home page. If they don’t like what they see, they’ll modify their search, giving you a better idea about what they’re after. That's pure gold.

Get the full story.

Roy Young
Making Marketing Matter to the CEO: Strategies from Jack Trout

Although marketing is rarely a priority on the CEO’s agenda, marketing guru Jack Trout says that leaders of all organizations must make marketing the centerpiece of the business strategy. In his latest book, Trout offers a roadmap.

Roy Young recently talked with Trout about how marketers can educate their CEOs about marketing as a critical driver of an organization’s success.

Get the full story.

Neil J. Squillante
Is Your Company CAN-SPAM Compliant?

Every law has its first fall guy. It’s only a matter of time before CNN broadcasts the first CAN-SPAM perp walk.

Although targeted at those whose activities were already questionable under existing laws, the CAN-SPAM Act may ensnare legitimate businesses as well, especially small businesses with no compliance experience.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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