Marketing
Marketing
The Mirage of Global Markets, the product of the research, teaching, and publishing associated with the MBA International Marketing Management course at Harvard Business School, is a set of essays...
Winning and keeping the right customers is the key to sustaining increased profitability and growth. According to Gordman, customers fall into one of two categories: core customers and opportunistic customers. Core...
Misunderstanding of consumer needs exists in epidemic proportions. Through their advertising, marketing, product selection, terms of transaction, and levels of service, businesses are conveying that they do not respect...
Many budding Internet marketers do not fully understand what is involved in running a successful online business. In The Never Cold Call Again Online Playbook, Frank J. Rumbauskas Jr. describes the...
The buyer-seller relationship has changed drastically. Buyers are now in control. In his book, The New Experts, author Robert Bloom describes what he calls a “revolution in buyer behavior” and its...
The path to success can be summed up in three words: customers, customers, customers, and any business that hopes to make a profit must have a solid base of customers that pay. But to be a market leader, a company must...
In The New Rules of Green Marketing, Jacquelyn A. Ottman presents the new rules for mastering the marketing of ecologically-responsible consumer goods, as well as real-world examples that illustrate...
Traditional advertising is all about interruption; its success hinges on getting people to stop what they are doing and pay attention to advertising. According to David Meerman Scott, author of The New Rules of...
The driving force of the Strategic Selling approach is a non-manipulative selling philosophy. The key to ensuring selling success is to manage every...
We live in an on-demand economy where information is literally at our fingertips 24 hours a day, 7 days a week. Long gone are the days when consumers sit idly by as advertisements are pushed to them through a single...
