2423 Posts Found

The understanding of the different kinds of added value, the ways these values are instrumental to the consumer and the methods by which brands can be means for the consumer for achieving his goals, makes the difference between masterful creations of brands and amateur imitation.

Content: Article | Author: Dan Herman, Ph.D. | Source: CEO Refresher | Subject: Marketing / Sales

How to tie marketing metrics to financial outcomes.

Content: Article | Author: David J. Reibstein | Source: CMO Magazine | Subject: Marketing / Sales

Boost your bottom line by taking the guesswork out of pricing.

Content: Article | Author: Alison Stein Wellner | Source: Inc. Magazine | Subjects: Marketing / Sales, Pricing

You’ve probably heard the term and wondered what marketing has to do with Linux. Turns out, everything. Read James’ manifesto to find out where marketers go next.

Content: Article | Author: James Cherkoff | Source: ChangeThis | Subject: Marketing / Sales

Consumer goods firms and retailers collect enormous amounts of data on consumers, but are not able to use it to drive symbiotic loyalty. To become effective, firms should divide consumer data into three levels – collective, individual, and emotive. Each level requires a different data collection method, with an increased individual consumer engagement. Marketers can only reach the highest CRM level – emotive – after … [ Read more ]

Content: Article | Author: Fiona McDonnell | Source: Forrester Research | Subject: Marketing / Sales

A textbook for management or business school courses in marketing strategy, strategic planning, policy administration, and similar subjects. Also suitable as a reference for managers. Approaches strategy development from an external perspective driven by a structured analysis of customers, competitors, market trends, and the broader environment. It shows how to build on strategic analysis to create business strategies that will be relevant and compelling to … [ Read more ]

Content: Book | Author: David Aaker | Subject: Marketing / Sales

One of the most accessible and potent levers for growth is optimizing the sales effort by targeting the right customers with the right offers and giving the sales force the time and tools that will raise productivity. The key is to solve customers’ most pressing needs rather than simply trying to sell more products.

Five principles can guide managers in optimizing their sales efforts:
* Make … [ Read more ]

Content: Article | Authors: Mike Weissel, Stephen Finch, Steve Grossman | Source: Mercer Management Journal | Subject: Marketing / Sales

Traditional investment strategies are in trouble. Are you ready to challenge the status quo?

Content: Article | Author: David J. Reibstein | Source: CMO Magazine | Subject: Marketing / Sales

The Product Life Cycle (PLC) model is introduced and its merits and faults are addressed. Considerations, ways and reasons to extend PLC stages are explained. Examples are provided to show how product marketing and management strategies can be used at different PLC stages to help establish market dominance and drive sales.

Content: Article | Author: Gabriel Steinhardt | Source: Pragmatic Marketing | Subject: Marketing / Sales

Managing your marketing dollars means more than strategic positioning. To build your bottom line, you’ll need to predict the value of your investments.

Content: Article | Author: Jim Lenskold | Source: CMO Magazine | Subject: Marketing / Sales

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Unlike many how-to-sell books written by motivational gurus and successful salespeople, Smith and Rutigliano’s work is backed up by facts and figures gleaned from 40 years of Gallup research. The authors, both Gallup consultants, dissect stereotypes and debunk popular “myths” about selling to determine that there is no one formula for success, and that training, knowledge and experience cannot make a great salesperson. Instead, they … [ Read more ]

Content: Book | Authors: Benson Smith, Tony Rutigliano | Subject: Marketing / Sales

The purpose of this study was to identify the factors that enable sales organizations to be highly successful. After doing an extensive review of research by Forum and other companies, we interviewed 111 executives in 96 major companies around the world, representing 17 industries. We asked the executives to rate their sales force’s performance on specific results metrics, such as revenue, profitability, and account retention … [ Read more ]

Content: Article | Source: Forum | Subjects: Best Practices, Marketing / Sales

Most new products fail and most high-volume marketing campaigns generate slim returns. Companies trip up when they try to estimate customer demand through weak market research, extrapolation from the past, or plain instinct. Fortunately, the science of discrete choice modeling is a powerful antidote to ignorance. It allows companies to estimate demand and know exactly how and why customers will make decisions, minimizing the business … [ Read more ]

Content: Article | Authors: Eric Almquist, Martin Kon, Wolfgang Bock | Source: Mercer Management Journal | Subjects: Market Research, Marketing / Sales

Here is your one-stop shop for all things white paper – how to write them, how to find a writer if you need one, how to use white papers to generate leads, how to syndicate or market your white papers so they show up in searches and with industry compilers like Bitpipe and TechTarget, and so on. The brainchild of Stelzner Consulting, a high-tech creative … [ Read more ]

Content: Online Resource | Source: Stelzner Consulting | Subject: Marketing / Sales

BrandAsset Valuator® is Young & Rubicam’s proprietary tool for assessing a brand’s current achievements and stature and predicting its future potential. The BrandAsset Valuator model begins with a definition… “A brand is a set of differentiating promises that link a product to its customers.” These promises are built in consumer’s minds in a specific progression of four perceptions:
* Differentiation
* Relevance
* Esteem
* … [ Read more ]

Content: Article | Sources: Landor Associates, Young & Rubicam | Subject: Marketing / Sales

Balancing relationship building and opportunism leads to a strategy for all seasons.

Content: Article | Authors: Elliott Weiss, Tim Laseter | Source: strategy+business | Subjects: Marketing / Sales, Pricing

In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing.

Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists.

Content: Article | Author: Philip Kotler | Source: MarketingProfs | Subjects: Marketing / Sales, People

Dissatisfaction drives the sale; the cost of the dissatisfaction is the accelerator.

Content: Quotation | Source: CEO Refresher | Subject: Marketing / Sales

How will you find the new generation of US millionaires? By getting to know today’s millionaires. With their distinct attitudes and motivations, they foreshadow the millionaires of the future.

Content: Article | Authors: Bill Doyle, Ekaterina O. Walsh, Ph.D., Jeremy Sweeney | Source: Forrester Research | Subject: Demographics