SMS, WAP: Mobile Users Worldwide
Managing Brand Equity: Capitalizing on the Value of a Brand Name
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers … [ Read more ]
Content: Book | Author: David Aaker | Subject: Marketing / Sales
How Marketing Can Reduce Worldwide Poverty
Marketing to the world’s poorest customers? There’s no contradiction, sayHBS professor V. Kasturi “Kash” Rangan and researchassociate Arthur McCaffrey. In fact, the marketing profession canplay a huge role in alleviating global poverty.
Content: Article | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Marketing / Sales, Social Responsibility (ESG)
Online Ad Spending 2001
The Test Test
Testing is a more important factor in direct marketing success than ever. Yet we’ve seen marketer after marketer limit or eliminate the amount of testing they do. And major marketers fail to look at issues that can have the largest impacts on their businesses. Hence, this Test Test.
Content: Article | Author: Lee Marc Stein | Source: MarketingProfs | Subject: Marketing / Sales | Industry: Direct Marketing
Advertising in a Economic Recession
Snakeplots for Understanding Customer Perceptions
There is a tendency in marketing to think mostly about what customers care about. That is, what benefits customers really want. But there is another important part that should be deeply appreciated by anyone who markets products, and that is customer perceptions, or how customers view (or perceive) the different products on the market. One technique that clearly depicts these customer perceptions is “snake-plot”. It … [ Read more ]
Content: Article | Source: MarketingProfs | Subjects: Competitive Intelligence, Marketing / Sales
Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value
Content: Book | Authors: John R. Devincentis, Neil Rackham | Subject: Marketing / Sales
Customer Loyalty – From The Customer’s Perspective
Businesses may not define loyalty in the same way that their customers do. Highlights of the Core Services and Trust Builders from a recent Consumer Eyes 2000 survey.
Content: Article | Author: Joan Donogh | Source: CEO Refresher | Subjects: Customer Related, Marketing / Sales
Selling Is Like Dating
The behavior of consumers is complex, but there is a systematic set of steps you can take to help turn browsers into buyers.
Editor’s Note: Be sure to take the BS (Behavioral Style) test at:
Content: Article | Author: Wendy Comeau | Source: MarketingProfs | Subject: Marketing / Sales
Top 10 Marketing Tips
A list of the top 10 marketing ideas by Dr. Rick Crandall, author of 1001 Ways to Market Your Services: Even If You Hate to Sell.
Content: Article | Author: Rick Crandall | Source: CEO Refresher | Subject: Marketing / Sales
A Future for Advertising Online
Credentialism
The most compelling credentials, listed in the order of their respective power, are…
– Most widely-used
– Best-selling
– First
– Award-winning
– Top-rated
– Largest
These six Power Phrases work to different degrees and for different reasons.
Content: Article | Author: Chris O’Leary | Source: MarketingProfs | Subject: Marketing / Sales
Buying is Where Selling Should Begin
This article describes two types of buying behavior: Buy-Knowing and Buy-Learning and focuses on the latter, examining the eight steps of the buying process and eight corresponding sales roles to address the issues of those steps.
Content: Article | Author: Kevin Davis | Source: CEO Refresher | Subject: Marketing / Sales
Consumers Shift from Catalogs to Web
Choosing Customer Segments
The decision of which segments to choose is perhaps one of the most difficult challenges for a firm. The reason? Firms often identify a greater number of attractive segments that they are capable of pursuing, given their limited resources. It is tempting to enter all segments (see the tutorial on segment coverage), especially those that are growing and represent potentially great profits. In marketing, while … [ Read more ]
Content: Article | Source: MarketingProfs | Subjects: Marketing / Sales, Strategy
Sales Management Audit
“Sales management is where the real test of the business is made. Will the customers buy at a price, in sufficient quantity and according to the stock and manufacturing plan in a way that will enable the company to make a profit? Good sales management does not just happen.” Here is an article and associated sales audit exercise related to that all-important topic.
Content: Article | Author: John Agate | Source: TheWorkingManager.com | Subjects: Management, Marketing / Sales
Smart, Wealthy Company Seeks Good-Looking, Sophisticated Companion
Companies can no longer just worry about branding. Co-branding is the new game.
Content: Article | Authors: Chris Lederer, Sam Hill | Source: Context Magazine | Subjects: Business Development, Marketing / Sales
Who’s wearing the trousers?
“As they move from merely validating products to encapsulating whole lifestyles, brands are evolving a growing social dimension. In the developed world, they are seen by some to have expanded into the vacuum left by the decline of organised religion. But this has made brands – and the multinationals that are increasingly identified with them – not more powerful, but more vulnerable. Consumers will tolerate … [ Read more ]
Content: Article | Source: The Economist | Subject: Marketing / Sales