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There is growing evidence of a set of 10 high-value marketing processes that the marketing function of 21st-century-leading enterprises will have to master. The specific processes that will prove to be most valuable to an enterprise will vary, depending on the development stage of the marketing function, as well as the enterprise’s business model or vertical market. Listed in order of increasing sophistication and, hence, … [ Read more ]

Content: Article | Authors: Claudio Marcus, Kimberly Collins | Source: Gartner | Subjects: Marketing / Sales, Trends / Analysis

A promotion is worthless if it doesn’t translate interruption into a permission given. If all you do is interrupt, then it’s a waste of time.

Content: Quotation | Source: Business 2.0 | Subjects: Advertising, Marketing / Sales

Brands allow you to clearly define and communicate what you stand for, whether you’re the “lowest-cost provider,” the “most innovative,” the “best total solution,” the “preferred choice” or what have you.

But you’ve got to decide what your brand stands for, and communicate that value proposition effectively and repeatedly. It’s not good enough to just run a quality business-you’ve got to let everyone know what … [ Read more ]

Content: Article | Author: Dave Sutton | Source: MarketingProfs | Subject: Marketing / Sales

The complex history of the relationship between the companies in the Acela Express railway installation is mined for key lessons for future marketing relationships with particular pertinence to relationships within international marketing projects.

Content: Case Study | Authors: David Soberman, Nicholas Rowell | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Transportation | Company: Bombardier and Alstom

The similar economic position of parents and children is partly determined by how well parents teach their children to save.

Content: Article | Authors: Erik Hurst, Kerwin Kofi Charles | Source: Capital Ideas | Subjects: Demographics, Economics

When Wharton professor Marshall Fisher and colleague Vishal Gaur did a controlled pricing experiment in 18 stores belonging to the Zany Brainy retail toy chain, they came away with a surprising result. The experiment, which had been designed to measure how demand for three separate products varied with price, showed, among other things, that pricing is not always logical. In a paper entitled, “In-Store Experiments … [ Read more ]

Content: Article | Source: Knowledge@Wharton | Subjects: Marketing / Sales, Pricing

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A further (though not terribly detailed) exploration of Maslow’s hierarchy of needs, applied to marketing.

Content: Article | Source: GrokDotCom | Subjects: Marketing / Sales, Organizational Behavior

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As companies try to build online communities, they often make seven poisonous mistakes.

Content: Article | Author: Alan Warms | Source: Context Magazine | Subject: Marketing / Sales

What used to take weeks of research and strategic planning can now be done in an hour or less, with tools like Site Build It! and others.

Even if you have an existing business, these tools are a great way to identify strengths and weaknesses in both your business and marketing plans. You can even use them to figure out the language to use in your … [ Read more ]

Content: Article | Author: Nick Usborne | Source: MarketingProfs | Subjects: Entrepreneurship, Marketing / Sales

Suppose you could really figure out why advertising works.

Editor’s Note: discusses the Taguchi Method, something those with engineering and/or manufacturing backgrounds may have heard of.

Content: Article | Author: Robert X. Cringely | Source: Inc. Magazine | Subjects: Advertising, Marketing / Sales | Industry: Advertising

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You have a direct mail project to manage… so who ya gonna call? Check out DirectMailQuotes.com, where you can submit your project specs to the top mailers and printers in your area for quotes. No more paging through directories or flying blind with the lettershop on the corner. Simply answer a series of questions about your project with as much information as you have, sit … [ Read more ]

Content: Online Resource | Source: DirectMailQuotes.com | Subject: Marketing / Sales

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Companies can know where and how to apply marketing expenditures to achieve significant, lasting lifts in a product’s or service’s profitability. You might call our approach “Wanamaker’s Revenge.” We call it ROI marketing.

ROI marketing is the application of modern measurement technologies and contemporary organizational design to understand, quantify, and optimize marketing spending. The result: improved return on marketing investment, achieved through analytics-based decision making that … [ Read more ]

Content: Article | Authors: Leslie H. Moeller, Randall Rothenberg, Sharat K. Mathur | Source: strategy+business | Subject: Marketing / Sales

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Is your store set up to reassure consumers that your prices are good value? Here’s how to tell shoppers that the price you want is also the price they want.

Content: Article | Authors: Duncan Simester, Eric Anderson | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Marketing / Sales, Pricing

This search engine marketing guide contains a wealth of no-cost information, and yet very few people know about it or reference it. If the principles contained outlined here were followed in good faith, you’d be well on your way to search marketing success. [WDFM Annotation]

Content: Online Resource | Source: Lycos | Subject: Marketing / Sales