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Based on a class at Stanford taught by one of the authors, this book profiles how some ideas “stick” in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for “stickiness.” This book explores what makes social epidemics “epidemic” and, as the Heaths cite … [ Read more ]

Content: Book | Authors: Chip Heath, Dan Heath | Subject: Marketing / Sales

A good virus will look for prolific hosts (such as students) and tie itself to their high-frequency social interactions. Viral marketing is strongest when it taps into the breadth of its customers’ weak connections to others. Tapping a customer’s entire address book is more valuable than just reaching his or her best friend.

Content: Quotation | Source: Draper Fisher Jurvetson | Subject: Marketing / Sales

The simple act of people communicating with each other is what ultimately grew high-risk startups like Hotmail, Skype and You Tube. Word of mouth is powerful and electronic word of mouth even more so because it’s fast, persistent and can be measured. In the paper “Electronic Word of Mouth: What Do We Know About This Powerful Marketing Tool?” Julián Villanueva and Guillermo Armelini of IESE … [ Read more ]

Content: Article | Authors: Guillermo Armelini, Julián Villanueva | Source: IESE Insight | Subject: Marketing / Sales

Marketing Asset Management provides a coherent and integrated platform for extracting real value from marketing assets-such as research, competitive intelligence and best practices-by improving the creation, control, aggregation, distribution, management, reuse and repurposing of these assets. Through Marketing Asset Management, organizations can improve performance along several dimensions at once, including strategy development, brand management, innovation, campaign creation and execution, performance management and employee competency.

Content: Article | Authors: Marianne Seiler, Mary Hamilton | Source: Accenture | Subject: Marketing / Sales

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The Market Research Portal (MRP) offers a host of online resources and research related articles being highly relevant to market research buyers, researchers, newcomers to the industry, students and individuals with an interest in the market research industry. Topics include:
– Market Research Jobs
– Market Research Suppliers
– Question and Answer Forum
– Marketing Research News
– Library of Research Articles
– Market … [ Read more ]

Content: Online Resource | Author: Danny Sims | Source: Market Research Portal | Subject: Market Research

The more decentralized your pricing process – that is, the more pricing authority you push out to the field, be it to regional managers, district managers or salespeople — the higher level of pricing skill you need to build in those people. You also need a higher level of monitoring of their performance. And you need a higher level of incentives tied to pricing in … [ Read more ]

Content: Quotation | Source: Knowledge@Wharton | Subject: Marketing / Sales

Complexograms are thumbnail sales portraits of your customers. These portraits reflect the ideal status of each customer segment as they near the close of the buying decision process. A Complexogram has four quadrants representing the four dimensions of sales complexity (need, risk, knowledge, consensus).

Content: Article | Source: GrokDotCom | Subjects: Customer Related, Marketing / Sales

The International Data Base (IDB) is a computerized source of demographic and socioeconomic statistics for 228 countries and areas of the world. The IDB combines data from country sources (especially censuses and surveys) with IPC’s estimates and projections to provide information dating back as far as 1950 and as far ahead as 2050. Because the IDB is maintained at IPC as a research tool in … [ Read more ]

Content: Online Resource | Source: U.S. Census Bureau | Subjects: Demographics, International

I think that the success of MySpace has taught us all a number of lessons, such as that people like to create things. And they like to show off what they care about, especially when it’s made easy for them. If you let people participate in your brand, they will become brand warriors.

Any company can search through MySpace, YouTube, or the whole blogosphere for … [ Read more ]

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

Most metrics of customer satisfaction are individual-centric and ignore the fact that many experiences with products and services are actually jointly consumed. Our research indicates that people might evaluate products or services differently depending on whether they consumed it alone or with someone else.

…When designing experiences…it’s important to create conditions where people can actually observe and subtly interact with each other. What you want … [ Read more ]

Content: Quotation | Source: Capital Ideas | Subjects: Customer Related, Marketing / Sales

This book steps into the void between cause and effect to provide the measurements required to evaluate almost every aspect of marketing and sales, including such traditional components as customer perception, product strategy, channel management, promotion, and revenue and cost structures. It also delves into such nontraditional marketing areas as customer profitability, Web metrics, and even the complexities of pricing. That last area is a … [ Read more ]

Content: Book | Authors: David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer | Subject: Marketing / Sales

Mohanbir Sawhney’s thought leadership in the marketing arena continues with this ManyWorlds’ exclusive presentation. The basis for this 52 slide presentation is in exploring how a corporation can transform its research organization from “producing research” to “generating insights”. By asking some fundamental questions about the nature of insights and the process that produce them, we are taken on an exploration through the definition, creation and … [ Read more ]

Content: Article | Author: Mohanbir Sawhney | Source: ManyWorlds | Subjects: Market Research, Marketing / Sales

Without question, the easiest way to find relevant email addresses is to ask every consumer who visits your Web site for theirs. Download this White Paper to learn the most effective methods for capturing site traffic, and using email marketing to turn these browsers into long-term, repeat buyers. [BNET Annotation]

Content: Article | Source: GOT Corporation | Subject: Marketing / Sales

Today’s smart companies are turning selling into science. But they’re not depending on the native talents and gut instincts of their best and brightest to do so. Nor are they hiring extra salespeople. By adding scientific systems to the sales process, top-performing organizations are responding more effectively to new market environments.

Content: Article | Authors: Dianne Ledingham, Heidi Locke Simon, Mark Kovac | Source: Bain & Company | Subject: Marketing / Sales

Marketers aiming for strong returns should start seeing themselves as investment managers for their marketing budgets. That may be more difficult and time consuming than relying solely on old rules of thumb or new analytic approaches, but it is the only answer in today’s marketing environment.

Content: Article | Authors: David C. Court, Jesko Perrey, Jonathan W. Gordon | Source: McKinsey Quarterly | Subject: Marketing / Sales

Incentive programs are common in the software industry, where, instead of relying on a direct sales force, corporations like Sage Software often turn to small resellers to pitch their applications to a vast market of customers. Incentives as extensive and generous as Sage’s are rare, however. For the past three years, the company (formerly known as Best Software) has invested $1 million a year to … [ Read more ]

Content: Case Study | Author: Susan Greco | Source: Inc. Magazine | Subjects: Human Resources, Marketing / Sales | Industry: Software | Company: Sage Software

People rationalize buying decisions based on facts, but people make buying decisions based on feelings.

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

There is a crucial step that marketing departments can take to have a positive impact on the outcome of their initiatives for the year: deploying an effective lead-management process.

Content: Article | Author: Robert J. Moreau | Source: MarketingProfs | Subject: Marketing / Sales