Marketing
Marketing
Almost two-thirds of Americans’ waking lives are engaged with media of some kind, according to David Verklin and Bernice Kanner, the authors of Watch This, Listen Up, Click Here, and where consumers...
Many service firms are paying a high price in lost business due to mediocre service, while few firms are truly oriented toward quality customer service. Businesses often don't understand customers and their priorities...
The success of Saatchi & Saatchi has served as an example to other British companies. Three of the firm's achievements were especially imitated. First, the Saatchi’s successfully used the Stock Exchange to raise...
Survival of the fittest is the dominant theme in today's world of unregulated global competition. Though the U.S. still has one of the highest levels of productivity in the world, its rate of improvement has fallen...
Blunder 1: Building Better Mousetraps. The main reason so many start-up companies/products/services fail is the "building-better-mousetrap" thinking that does not take the customer into account. Blunder 2: Selling Too...
A method for reaching the affluent through their affinity groups. Endorsements are gained for reasons that go beyond the basic product or service the networker offers. High performance networkers do extraordinary...
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 "...
Cafferky provides practical, common sense guidelines that any company, no matter what the situation, industry, or business, can use to formulate and implement an effective word-of-mouth promotional plan immediately....
Davis’s methodology draws the focus away from short-term features and benefits toward a long-term mindset that continually strives to add value over time. It is this mindset that will differentiate one salesperson from...
Bringing New Products to Market details the differences in product planning in various sizes and types of companies. This work provides clear, long-lasting insights into the whole new-product marketing process: how to...
