2423 Posts Found

The high cost of pharmaceuticals is a serious concern for government officials trying to reduce health care expenditures. In this new Case Study, Professor Chandon and Research Associate Sarah Spargo, look at the battle between branded and generic prescription drugs, and explain how SmithKline Beecham reacted to a direct attack on one of their ‘jewel’ drugs.

Content: Case Study | Authors: Jacques Lendrevie, Marc Vanhuele, Olivier Kovarski, Pierre Chandon, Sarah Spargo | Source: INSEAD | Subjects: Industry Specific, Marketing / Sales | Industry: Pharmaceutical | Company: GlaxoSmithKline plc

“To promote a brand is to promote mood, color, and feeling. This must occur quickly and repeatedly. The short TV-spot format framed a whole way of promoting a brand. Many marketers and advertisers think in short, intense bursts. It’s about that wonderful catch phrase, that compelling image.

Successful Web brands must take a very different approach, as Google (and before it, Yahoo!) illustrates. A Web brand … [ Read more ]

Content: Article | Author: Gerry McGovern | Source: ClickZ | Subjects: IT / Technology / E-Business, Marketing / Sales

When your product is based on technology, the old rules of marketing no longer apply. It takes a new strategy-and a more proactive CIO-to turn a brand into a market force.

Content: Article | Authors: John Volkmann, Ron Ricci | Source: Optimize Magazine | Subject: Marketing / Sales

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According to many students of Direct Marketing, Claude Hopkins was ahead of his time. Jumpstart your DM learning curve by reading “Scientific Advertising,” the classic tome penned by legendary ad man Claude Hopkins, who was born in 1866 and who worked for Lord & Thomas advertising agency, forerunner to today’s Foote, Cone & Belding. The book has been reproduced in its entirety at this site … [ Read more ]

Content: Article | Author: Ed Osworth | Subjects: Advertising, Marketing / Sales | Industry: Advertising

We like to say at Schwab that the difference between sales and service is relevance. If a client perceives us as presenting a solution to a problem he doesn’t have, that is selling. That feels really bad, and it’s a huge waste of time. On the other hand, if the client sees us as presenting a solution to a problem he does have, that’s service. … [ Read more ]

Content: Quotation | Source: Context Magazine | Subjects: Customer Related, Marketing / Sales

Case history articles are the most powerful way to drum up interest in your product. That’s because they feature a real customer talking about how your product or service solved a real problem.

Here’s how to write a case study and see it through to publication.

Content: Article | Author: Jerry Fireman | Source: MarketingProfs | Subject: Marketing / Sales

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Sometimes, keeping a customer on the phone longer can mean more sales and higher profits.

Content: Article | Author: David M. Ewalt | Source: InformationWeek | Subjects: Customer Related, Marketing / Sales

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Every day brings yet another poll on the HTML vs. text email preference debate. But do you know WHY some people prefer Text vs. HTML — or vice versa?

Content: Article | Author: Lynda Partner | Source: MarketingProfs | Subject: Marketing / Sales

It is an urgent question: How can we increase profits if we can’t raise prices? The answer demands revolutionary thinking — new insights about strategy and human behavior, turbocharged with software, mathematics, and rapid-fire experimentation. Is your company ready to master the new era of pricing? Are you prepared to pay the price of failure?

Content: Article | Author: Charles Fishman | Source: Fast Company | Subjects: Pricing, Strategy

The Great Divide in America today isn’t between the red states and the blue states on the televised election map. Neither is it about science versus the humanities, abortion versus choice, PCs versus Macs, or any other alleged cultural chasm. The real gulf in this country today is between those who walk around in a state of ironic vigilance, where every reference is shot through … [ Read more ]

Content: Article | Author: Adam Hanft | Source: Inc. Magazine | Subject: Marketing / Sales

Google Monitor is a cool, free application created by a small software company that lets you find and track the ranking of your site, or any URL, in Google’s search results. Simply enter the URL of choice and the keyword(s) into the application, and you will then be served with the top ranking sites by that keyword and your position.

The real benefit of this simple … [ Read more ]

Content: Article | Source: CleverStat | Subjects: Marketing / Sales, Reference / Search

Online, brand with words. Brand with accurate, well-written, up-to-date content. Brand with classification. Brand with navigation. Brand with the search process. Brand with the purchase process.

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

Seth Godin (the idea virus and permission marketing guy) is back, this time hawking a nebulous concept he refers to as Purple Cow. As you might guess from my tone, I am not a fan of this article – in general I find it to be prescribing a one-size fits all solution to everything in sight, whether flawed or not. And, it is … [ Read more ]

Content: Article | Author: Seth Godin | Source: Fast Company | Subject: Marketing / Sales

You know how good it feels when someone asks to hear your opinion on a subject that’s important to you. Your customers are no different.

Despite claims and ad campaigns to the contrary, many companies are doing a poor job of establishing productive dialogues with their customers. Learn how to run an effective customer focus group.

Content: Article | Author: Basil Harris Jr. | Source: MarketingProfs | Subjects: Customer Related, Marketing / Sales

Marketleap offers a free link popularity tool that can be used both to help you find out who is linking to your site, and to generate a benchmarking report that shows where you stand in comparison to your competitors.

Also of interest at this site is their Search Engine Optimization (SEO) 101 tutorial, found at:
Content: Article | Source: Marketleap | Subjects: Free Stuff / Tools, Marketing / Sales

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