Marketing
Marketing
Wood recounts his first foray into major PR activity when he was in the U.S. Air Force in 1945. The story shows why he became interested in PR and illustrates three important characteristics of the profession: 1) the "...
According to Solomon, marketing has entered a realm in which branding is: "bagels, tortillas, and croissants" (rather than "white bread"), "consumer.com", the individual’s search for meaning, the tie that binds, and...
Market research in the form of consumer focus groups, polls, and surveys has long been the normal and accepted manner for testing new products, services, and communications materials. In Consumer.ology...
Content Is Currency can help businesses take maximum advantage of the new possibilities created by the Internet, smart phones, and other digital tools and media. Author Jon Wuebben surveys the many...
Today's online platforms give organizations powerful and low-cost ways to connect with their customers and create awareness of their offerings. In fact, as people rely increasingly on web-based information and...
In Conversations That Win the Complex Sale, Erik Peterson and Tim Riesterer explain how to improve sales performance through Power Messaging. Power Messaging is a tool that enables sales professionals...
There are many reasons that marketing campaigns are not having the same results they once did. One is the proliferation of clever campaigns and catchy slogans. Another is the public's ability to tune them out...
Each year, hundreds of new businesses are launched. Unfortunately, for every hundred started, less than half will survive the crucial four years of operations. The...
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...
One need only look to market indices over the past century to realize that highly revered and much-touted “built-to-last” corporations tended to underperform the market by a significant amount. McKinsey consultants,...
