Marketing
Marketing
How do ideas spread? Why do some charities, movies, architects, politicians, potato chips and cars succeed, while others (just as good apparently)...
Many firms create a brand strategy in order to inject structure and discipline into their business, but they may end up creating confusion, because the portfolio they devise is disjointed. In Brand Portfolio Strategy,...
Whether they know it or not, every company offers a customer experience. Those organizations focusing on providing an emotionally engaging customer experience are now those organizations differentiating themselves for...
“America’s middle-market consumers are Trading Up,” say Michael Silverstein and Neil Fiske—a cultural movement that has changed the landscape of the American brand. Trading Up...
According to Cassara, the devastation and shock of September 11, and the resultant downturn in the market, have caused people in all walks of life to rethink what really matters and to change their fundamental beliefs...
In the 1960s, an age-based "get-them-young-before-some-other-brand-gets-them" marketing mantra emerged in answer to the suddenly large and growing young adult consumer market. According to Wolfe and Snyder, however,...
In Creating Customer Evangelists, veteran marketing communications strategists Ben McConnell and Jackie Huba describe how customer-driven referrals can determine a company's success. To create evangelists, companies...
What does it mean to consider yourself a brand? When Ralph Lifshitz wanted to become a famous fashion designer, he didn't start by working 24 hours a...
If every dollar that you spend on marketing isn't generating more than that amount, then your marketing sucks. You might as well throw away thousand-dollar bills in spending on marketing. So says author Mark Stevens,...
Speaking woman-to-woman, this book is the complete guide for anyone who needs to know the PR basics to promote her business. Susan Harrow, publicist,...
