2423 Posts Found

“Perhaps the most important analytical process of marketing is segmentation. By segmenting the market, one obtains a very clear understanding of customers and ultimately provides a basis for clear and precise targeting and positioning. But segmentation is also very difficult and, especially without customer data, is what I would admit as an art form in marketing…”

Content: Article | Source: MarketingProfs | Subject: Marketing / Sales

Informational seminars can be more than effective marketing tools—they can help you build customer relations. But organizing a seminar is a lot more than renting a hall and demonstrating your product.

Content: Article | Author: Nick Wreden | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales

Sean O’Rourke has created this resource site for e-marketing terms (no traditional marketing terms at this time). Search by word or by category for the term you’re looking for. The categories range from affiliate marketing to Web design & development. Your first click provides a concise definition that can then be clicked on for more in-depth information and usage examples.

Content: Online Resource | Author: Sean O | Subjects: Marketing / Sales, Reference / Search

Sure, people remember your ad. But do they know what it was for, or who it was by?

Content: Article | Author: Debbie MacInnis | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales

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Branding is accomplished only when you have a relevant message that is repeated with enough frequency to become securely stored in [chemical] memory.

Content: Quotation | Source: GrokDotCom | Subject: Marketing / Sales

A basic tutorial on marketing ‘preferences’ (part of an excellent series of marketing tutorials from MarketingProfs.com)

Content: Article | Source: MarketingProfs | Subject: Marketing / Sales

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This article offers 9 suggestions for dealing with an economic downturn, and while some of them are specific to the current recession and war on terrorism, most are of general value.

Content: Article | Author: John A. Quelch | Source: Financial Times | Subjects: Marketing / Sales, Strategy

Sales promotions encourage consumers to stockpile. But what happens next? Do consumers accelerate their consumption of these products or simply wait longer before repurchasing? To address these questions, Professors Pierre Chandon and Brian Wansink develop a framework of postpurchase consumption decisions which looks at how we decide when and how much to consume.

Content: Article | Authors: Brian Wansink, Pierre Chandon | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Trends / Analysis

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Marketing practitioners and academics alike regard brand equity as a platform upon which to build a competitive advantage, future earnings streams, and shareholder wealth. Nevertheless, the conceptualization and measurement of brand equity, including its sources and outcomes, remain a challenge.

Content: Article | Authors: Dwight R. Riskey, Paulette Kish, Roger A. Kerin | Source: ManagementFirst | Subjects: Marketing / Sales, Strategy

It’s Oct. 27, 1994. In an industrial section of San Francisco freshly baptized “Multimedia Gulch,” year-old magazine start-up Wired is launching its first site, HotWired. Always on the bleeding edge, Wired had sold 14 advertisers on an exciting vision. But in its fervor to sell banners, HotWired promised advertisers clicks. In retrospect, that was a mistake.

Content: Article | Author: Michael Tchong | Source: ICONOCAST | Subjects: Advertising, Marketing / Sales | Industry: Advertising

With limited resources of money, goods, and time, we all have to make tough consumption choices. Big decisions such as buying a house or taking a holiday, usually have clear-cut constraints. But what about smaller scale decisions? When it comes to the little things, how do we know when to say when? Professor Klaus Wertenbroch explains.

Content: Article | Author: Klaus Wertenbroch | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Trends / Analysis

Don’t let the title scare you. This is a short (2-page) .pdf document that classifies Web users according to three variables: the PURPOSE of people’s searches, the METHOD people use to find information and the CONTENT for which they are searching.

Content: Article | Authors: Julie B. Morrison, Peter Pirolli, Stuart K. Card | Source: Xerox Palo Alto Research Center | Subjects: IT / Technology / E-Business, Market Research

Many businesses view “branding” as something important, but also somewhat elusive in terms of measuring its performance…Utilizing a well thought-out and balanced set of metrics drives objective decision-making and aids in the development of brand over time.

Content: Article | Author: Jeff Smith | Source: MarketingProfs | Subject: Marketing / Sales

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Prof. Phil Dover reviews a recent study from ITSMA that identifies the most effective activities for branding IT services today. Read why the research indicates that the most effective activities include creating thought and on-line leadership, internal branding, balancing local and global branding and the impact of demonstrating social responsibility.

Content: Article | Authors: Phil Dover, Rob Leavitt | Source: Babson Insight | Subject: Marketing / Sales | Industry: Information Technology

Content: Book | Author: Philip Kotler | Subject: Marketing / Sales

Branding has become the hot concept in management circles. And it’s only getting hotter. Jungle assembled five experts (Anne Bahr Thompson, Bernd Schmitt, Marc Gobé, Peter Golder, Nancy Koehn) to put branding under a microscope … and explain why it’s the future of business.

Content: Article | Source: MBA Jungle | Subject: Marketing / Sales