The Consumer is King
Anyone who has looked at the crowded living room shelves of the average home and the jammed briefcases of the average road warrior knows that the long-awaited technological convergence is largely a myth today. Our homes are still crowded with radios, televisions, DVD players and computers (with built-in DVD players). Our briefcases still hold PDAs, mobile phones, laptops and lots of paper. Will technological advances … [ Read more ]
Content: Article | Authors: Jerry Wind, Robert Gunther, Vijay Mahajan | Source: European Business Forum (EBF) | Subjects: Marketing / Sales, Trends / Analysis
Truth Is, Marketing Is Facing a Crisis
ICONOCAST takes a look at the problems facing marketers brought about by the new interactive online advertising options and dwindling response rates in all media.
Content: Article | Author: Michael Tchong | Source: ICONOCAST | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Marketing Expenditures and Challenges
Using Customer Insights to Build Brand Loyalty and Increase Marketing ROI
“Around the world, marketers are struggling to connect with a customer base that is more sophisticated, more demanding and increasingly difficult to reach….The root of these problems are shortcomings in marketing technology, process and organization…The time has come for companies to take a new approach to marketing-one that will create more meaningful customer dialog, and establish longer-lasting and more profitable customer relationships.”
Content: Article | Source: Accenture | Subject: Marketing / Sales
Americans Moving Less Often
Internet Advertising: Think Small, Grow Big
Article compares the growth of Internet advertising to its new-media predecessor, cable TV.
Content: Article | Author: David Simons | Source: Forbes | Subjects: Advertising, Industry Specific | Industry: Advertising
U.S. Ad Spending Q1 2002
E-Mail Marketing to Gain Favor in Europe
Internet Users and Usage in Europe
Making Use of All That Data
Point of sale (or bar code) data offers information riches for margin-strapped retailers and their partners-if they can overcome the technology and business hurdles to using it effectively.
Content: Article | Author: Sari Kalin | Source: Darwin Magazine | Subjects: IT / Technology / E-Business, Marketing / Sales | Industry: Retail
The Positioning Statement: Why To Have One Before You Start Communicating
One of the most profound statements made on the subject of positioning comes from Louis Carroll’s Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, “if you don’t care where you’re going, it doesn’t make a difference which path you take.”
So it is with too many company’s marketing communications programs. Without direction or focus, a business or organization … [ Read more ]
Content: Article | Author: Ford Kanzler | Source: MarketingProfs | Subjects: Management, Marketing / Sales
On the Profitability of Long-Life Customers in a Non-Contractual Setting: An Empirical Investigation and Implications…
Popular wisdom holds that it’s the long lifetime customers bringing in the most profits. Or is it? In this working paper, Professors Reinartz and Kumar move beyond the traditional recency, frequency and monetary value (RFM) framework, apply a new model to the profitability-lifetime problem in a non-contractual context, and examine the implications for marketing. Their results may surprise you.
Content: Article | Authors: V. Kumar, Werner Reinartz | Source: INSEAD Knowledge | Subject: Marketing / Sales
How to tell whether a potential client is worth your time
Asking the right questions can tell you whether a potential client is serious about using your services or is just wasting your time. Get the information on what every consultant should ask and how to know when you should bail out.
Note: free membership required
Content: Article | Author: Meredith Little | Source: TechRepublic | Subject: Marketing / Sales | Industry: Consulting
Carl Galletti’s Hard-to-Find Marketing Books Catalog
Many Internet marketers are turning to the classic marketing tomes for guidance and inspiration. Rather than visiting your local Barnes & Noble and sifting through “how to” books by failed dot commers with good publicists, why not turn to some of the best, time-tested marketing books on the planet?
These Marketing Bibles are, surprisingly, not found on the shelves at B&N, and may be difficult to … [ Read more ]
Content: Online Resource | Source: TWI Press Inc. | Subjects: Marketing / Sales, Reference / Search
Online Advertising in 2002
Why Companies Should Brandish Their ‘Internal Brand’
Although many organisations still see brand primarily as a marketing tool, an increasing number are beginning to pay equal attention to the application of the brand internally. They describe this focus in various ways, the most common terms being internal brand and employer/ee brand.
Key messages…
– The two facets of internal branding are the ’employee’ brand (external face inside) and ’employer brand … [ Read more ]
Content: Article | Author: Angela Mohtashemi | Source: European Business Forum (EBF) | Subjects: Management, Marketing / Sales
Parfums Cacharel de L’Oréal: Decoding and Revitalizing a Classic Brand
Parfums Cacharel’s AnaisAnais and Loulou were once the number one and number two best-selling fragrances in Europe, but profits had slipped and the firm’s new director argued that the organization had lost sight of its brand identity. How could it carry out an effective self-assessment? Cacharel chose brand decoding over market research. Professor Pierre Chandon, Professor Klaus Wertenbroch and Nicholas Rowell ask you to determine … [ Read more ]
Content: Case Study | Authors: Klaus Wertenbroch, Nicholas Rowell, Pierre Chandon | Source: INSEAD | Subject: Marketing / Sales | Company: Parfums Cacharel de L’Oréal
Cohorts
Cohorts divides the US population into 32 segments — 13 representing married households, plus 9 single female segments and 8 single male segments. Each is labeled according to the most frequent actual first name in the group, so the lists have names like Alex & Judith or Elwood & Willamae. Amazingly, the labels do resonate with the accompanying characteristics that Cohort identifies, such as demographics … [ Read more ]
Content: Online Resource | Source: Cohorts | Subject: Demographics
How Harley Davidson Revs its Brand
Harley-Davidson has been able to build a community of enthusiasts around its brand that includes members from very diverse groups, and with almost no advertising. How does the king of heavyweight motorcycling keep its fans so loyal? It gives them a reason to “belong.”
Content: Case Study | Author: Glenn Rifkin | Source: strategy+business | Subjects: Industry Specific, Marketing / Sales | Industry: Automotive