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Exploratory Research: A Backdoor to Consumer Insights?
By Alex Gofman
Dec 7, 2009
Social networks are excellent and inexpensive vehicles that might help us drive to success by providing the free directions as well as the nuts and bolts of the consumer research process offering kind of a backdoor to the ‘bank of insights’. However, they cannot do that completely automatically, without educated professionals behind the process. At least, not yet.
Innovation Starts with Empathy: The Importance of Developing Deep Connections with the People You Serve
By Dev Patnaik
Oct 20, 2009
Dev Patnaik explains why companies prosper when they’re able to create widespread empathy for the world around them.
How to Communicate What Really Matters to Your Audience: What's in It for Them?
By Mark Magnacca
May 28, 2009
Are you leading your marketing with the benefit that causes your audience to respond with “I love it,” “I need it,” and “I’ll buy it”?
Jim Champy Discusses INSPIRE!
By Jim Champy
May 12, 2009
Learn how to keep your customers loyal—and attract new ones—in this Q&A with INSPIRE! author Jim Champy.
The Science of Retailing: Eighty Percent of Shopper Time Is Wasted
By Herb Sorensen
May 12, 2009
Single item purchases account for more than 16 percent of all shopping trips. Are you meeting the needs of these shoppers?
Structured Experimentation in Package Design
By Alex Gofman, Howard R. Moskowitz
Apr 20, 2009
Alex Gofman and Howard Moskowitz show how Rule Developing Experimentation (RDE) helps designers to use a disciplined approach that sifts through multiple combinations of possible design features to discover what works best with consumers for package design.
Jim Champy: From Tired to Inspired
By Jim Champy
Apr 7, 2009
The Web empowers customers, but it also empowers companies. Jim Champy explains how you can use the Web and other methods to not just sell, but inspire.
What's Wrong with PR?
By Brian Solis, Deirdre Breakenridge
Mar 5, 2009
With Web 2.0 and the mass adoption of Social Media, what can we do better to make PR more effective in these rapidly changing times?
Brand Revitalization: Background to the Turnaround at McDonald's
By Larry Light, Joan Kiddon
Feb 18, 2009
The authors present a case study of how they turned around the McDonald's brand.
The Power of Social Networks
By Juliette Powell
Dec 23, 2008
What are social networks, why do they matter, and most importantly, how do they apply to you and your business?
The Art of Asking: Neglected Questions
By Terry J. Fadem
Dec 18, 2008
Afraid of looking foolish? Waiting for a better time? Don't want to make waves? Terry J. Fadem explains why you should speak up.
The Truth About What Customers Want: They Think Your Product Sucks -- But That's Not a Bad Thing
By Michael R. Solomon
Nov 5, 2008
Companies no longer can rely solely upon a “push method” to inform their customers about their products; there is now a vibrant two-way dialogue that allows consumers to contribute their evaluations of products within their respective Web communities.
From Concept to Consumer: How to Turn Ideas Into Money
By Phil Baker
Oct 30, 2008
Phil Baker, who has done product development at Polaroid, Apple, and Seiko, discusses the new rules of product development in this introduction to his book, "From Concept to Consumer: How to Turn Ideas Into Money."
Changing the Game: How Video Games Are Transforming the Future of Business
By David Edery, Ethan Mollick
Oct 28, 2008
Companies of all shapes and sizes have begun to use games to revolutionize the way they interact with customers and employees. The authors of "Changing the Game: How Video Games Are Transforming the Future of Business" discuss how games and marketing have become a powerful combination in this introduction to their book.
Why Managing Brands Is Not Common Sense
Oct 8, 2008
If common sense is what most people naturally use in the absence of education and training, then effective brand management is not common sense.
What is Conversational Captial?
By Bertrand Cesvet, Eric Alper, Tony Babinski
Aug 20, 2008
Create stuff people love to talk about.
How Habits Undermine Marketing
By Neale Martin
Jul 1, 2008
Neale Martin discusses the difference between the executive mind and the habitual mind, how your unconscious controls most of what you do, and how marketers are at a loss when it comes to working with the human unconscious.
Introduction to PR 2.0
By Deirdre Breakenridge
May 14, 2008
The responsibility of the PR professional is always to communicate with facts, accuracy, and integrity for the brand(s) you represent. If you can abide by this rule and expand your frame of reference to accept the momentous changes in technology and all the Internet has to offer in terms of social media strategies, then you will benefit.
Introduction to Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty
May 6, 2008
Peek at some compelling case studies of companies that illustrate the best -- and worst -- of customer management.
Starbucks and the Perversity of Growth
By Oren Harari
Mar 21, 2008
Growth should be a consequence, not a cause, of sustained competitive success.

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