2423 Posts Found

Selling has become so complex; its very nature has changed. A systematic approach provides a navigable path from the first step of identifying potential customers, through multiple critical decisions, the sale itself, and into expanding and retaining profitable customer relationships.

Content: Article | Author: Jeff Thull | Source: CEO Refresher | Subject: Marketing / Sales

To be effective, your sales letter must be opened, read, believed and acted upon.

To do this, it must attract attention, warm the interest of the reader, create a desire for your product or service, and cause your prospect to take positive action.

Here are five deadly mistakes that might be preventing your success. Eliminate one or more of these common blunders, and your response … [ Read more ]

Content: Article | Author: Ernest W. Nicastro | Source: MarketingProfs | Subject: Marketing / Sales

Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don’t become your greatest enemies.

Content: Article | Authors: Allen G. Baum, Bradley T. Wolfsen, Horacio D. Rozanski | Source: strategy+business | Subject: Marketing / Sales

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With hit products like no-wrinkle shirts and designer mints, some businesses are profiting from an updated form of mass marketing. A Harvard Business Review excerpt.

Content: Article | Authors: Brian A. Johnson, Paul F. Nunes, R. Timothy S. Breene | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Demographics, Marketing / Sales

Here is a checklist of sorts that allows you to go through your Web site and evaluate its health and usability; look for potential issues that may affect user experience, conversion rates and site security; and, also, diagnose other issues or problems you may not have considered.

Content: Article | Author: Wil Reynolds | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

According to Kellogg School of Management professor Mohanbir Sawhney, marketing faces two key crises: It has to define its role in the organization and demonstrate its value. To claim the strategic high ground, marketing needs to reinvent itself. Here is his seven-point manifesto for chief marketing officers to transform marketing.

Content: Article | Author: Mohanbir Sawhney | Source: CMO Magazine | Subject: Marketing / Sales

Taking your good brand international? Here are five keys to marketing success.

Content: Article | Author: Tom Simons | Source: Darwin Magazine | Subjects: International, Marketing / Sales

Neuromarketers have retooled an old scientific machine to literally get in the heads of consumers and target the precise location of “cool.”

Content: Article | Source: Red Herring | Subjects: Market Research, Marketing / Sales

To help manage more complex and demanding marketing processes, marketers in many leading companies are turning to software technology, commonly referred to as Marketing Operations Management (MOM).

They are using it to get greater control and improve the efficiency of marketing operations. Indeed, they realize that a nimbler and more integrated and flexible marketing function can give them a source of competitive advantage.

As a … [ Read more ]

Content: Article | Authors: Freddie Daniells, Roy Young | Source: MarketingProfs | Subjects: IT / Technology / E-Business, Marketing / Sales

The Modern Language Association (MLA) “Language Map uses data from the 2000 United States census to display the locations and numbers of speakers of thirty languages and seven groups of less commonly spoken languages.” The site features maps with data displayed by county or ZIP code. “Visit the Data Center for information about numbers of speakers of languages in a specific … area … or … [ Read more ]

Content: Online Resource | Source: Modern Language Association (MLA) | Subject: Demographics

Marketers rely too much on intuition. The key to building brands more scientifically is to combine a forward-looking market segmentation with a better understanding of customers and a brand’s identity.

Editor’s Note: discusses Pathway modeling as an improvement/alternative to techniques like conjoint analysis…

Content: Article | Authors: David Elzinga, Jonathan W. Gordon, Nora A. Aufreiter | Source: McKinsey Quarterly | Subject: Marketing / Sales

The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today’s world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality.

Marketing Moves … [ Read more ]

Content: Book | Authors: Dipak C, Philip Kotler, Suvit Maesincee | Subject: Marketing / Sales

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This article classifies customers into three categories: The Lordly Ones, The Logical Ones, and The Friendly Ones. If you can read what sort of customer you are faced with, you may be able to respond to them in an appropriate way – which will make them happier and come back to buy more.

Content: Article | Author: David West | Source: TheWorkingManager.com | Subjects: Customer Related, Marketing / Sales

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Business Market Management explores the process of understanding, creating and delivering value to targeted business markets and customers. Relying upon empirical assessment of value in the marketplace, it provides a means of gaining an equitable return on value delivered and enhancing a supplier firm’s present and future profitability. This book reflects the principles and practices of the discipline, and-by presenting and conducting management practice research-strives … [ Read more ]

Content: Book | Authors: James A. Narus, James C. Anderson | Subjects: Management, Marketing / Sales

Recent surveys have found that marketing professionals feel undervalued and CEOs are dissatisfied with their marketing organizations .

That means it’s up to us to make sure others inside our organizations fully understand the contribution and the promise of marketing.

Are you taking the necessary steps now to elevate the stature of marketing as the engine of your organization?

Content: Article | Author: Roy Young | Source: MarketingProfs | Subject: Marketing / Sales

This article explores the launch of the Procter & Gamble consumer brand Charmin. It was excerpted from a case study prepared by Professor Bodo Schlegelmilch and Assistant Professor Tina Claudia Chini of Vienna University of Economics and Business Administration

Content: Case Study | Authors: Bodo Schlegelmilch, Tina Claudia Chini | Source: European Business Forum (EBF) | Subjects: Industry Specific, Marketing / Sales | Industry: Consumer Products | Company: Procter & Gamble (P&G)

It can be safely said that most organizations that think they have a branding problem really have an integrity problem – only they don’t know it.

Branding through integrity means addressing all three parts of the integrity question head on:
1. Are we being honest?
2. Are we demonstrating organization soundness?
3. Are we telling the “whole” story?

As important as it is to answer … [ Read more ]

Content: Article | Author: Larry Ackerman | Source: CEO Refresher | Subjects: Management, Marketing / Sales