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Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
By Philip Kotler, Nancy R. Lee
Sep 7, 2007
Use marketing techniques to improve public agency performance.
What Makes a Firm of Endearment?
By David B. Wolfe, Jagdish N. Sheth, Rajendra S. Sisodia
Aug 17, 2007
Endearing companies tend to be enduring companies. What does it take?
Pick Me! Pick Me! How to Make Marketing Offers That Stand Out from the Crowd
By Howard R. Moskowitz
Aug 4, 2007
When we buy something (or even when we look at a set of offers from competitors), we tend to make our decisions very quickly. Whether we're looking at mortgage offers from competing lenders or magazines on a shelf, we look at different offers and decide that we like one most of all. How do we come to these decisions? More importantly, how can you as a marketer figure out this "arithmetic of the mind" to create offers that will be chosen above your competitors? Howard Moskowitz tells you about the magic of knowledge development by experimentation, which Rule Developing Experimentation (RDE) provides.
Using Rule Developing Experimentation (RDE) to Determine Consumer Preferences for Residential Mortgages: A Moskowitz Case Study
By Howard R. Moskowitz
Feb 23, 2007
Howard Moskowitz's case study shows how companies can use rule developing experimentation (RDE) to create effective messaging to consumers.
Meeting The Triple Bottom Line: How to Make Everyone Happy and Still Make Your Numbers
By Philip Kotler, Nancy R. Lee
Feb 2, 2007
Marketing Metrics: Understanding Market Share and Related Metrics
By David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer
May 26, 2006
Probing the dynamics behind market share, this chapter explores measures of awareness, attitude, and usage––major factors in the decision-making process by which customers select one brand over another. It discusses customer satisfaction with products and dealers, the quantification of which is growing in importance among marketing professionals. Finally, it explores metrics measuring the depth of consumer preference and satisfaction, including customers’ willingness to search if a brand is unavailable and their disposition to recommend that brand to others. Increasingly, marketers rely on these as leading indicators of future changes in share.
Introduction to Marketing Metrics: How They Can Help You Make Better Business Decisions
By David J. Reibstein, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer
May 19, 2006
In recent years, data-based marketing has swept through the business world. In its wake, measurable performance and accountability have become the keys to marketing success. However, few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each. This chapter introduces market metrics and explains how they can help better understand marketing data and make better business decisions.
Cross-Channel Optimization: A Strategic Roadmap for Multichannel Retailers
By IBM Business Consulting Services
Mar 31, 2006
A new, superior retailing model is emerging. This model provides the retailer with powerful new capabilities based on cross-channel optimization. It is not simply about executing the same activities in multiple, separate channels. Nor does it focus simply on integrating or synchronizing channels to support cross-channel shopping. Instead, it requires a systematic approach to exploit the strengths of one channel to complement the relative weaknesses of other channels.
The Truth About Getting Your Point Across: You and Your Recipient
By Lonnie Pacelli
Dec 1, 2005
From its earliest roots, communication has focused on sender and recipient having some common understanding of the information flowing between them. This chapter focuses on establishing the kind of common ground that allows effective communication.
From Minority to Majority: McDonald's Discovers the Woman Inside the Mom
By Fara Warner
Sep 30, 2005
While most companies have come to accept that women are the most powerful force in the world’s increasingly consumer-driven economy, many still face the challenge of creating successful strategies to reach those women who have changed dramatically during the past 50 years. This excerpt from The Power of the Purse discusses the dramatic shift in the marketing focus of these companies.
The Seamless Connection: From Strategy, Brand and Innovation to Product, Service and Experience
By Craig M. Vogel, Peter Boatwright, Jonathan Cagan
Jun 17, 2005
Like the fashionable width of neckties, business ideas cycle up and down in marketplace importance. The important thing to remember is that although the marketplace buzzwords change, the process of strategic planning, branding and innovation are all still relevant and in fact tied seamlessly to product, experience and service.
Why Do Marketers Do What They Do?
By Johny Johansson
Nov 5, 2004
In this chapter from his incisive critique of economic globalization, Johny K. Johansson explains why marketers ignore multiculturalism and localization in the pursuit of an easy and universal marketing program.
Electronic Evidence Can't Be Shredded
By David Gulbransen
Sep 17, 2004
David Gulbransen takes a look at the impact of electronic evidence, litigation, and what you should do to protect your company before things get out of hand.
How Show Business Invents (and Reinvents) Media
By David L. Rogers, Bernd H. Schmitt, Karen Vrotsos
Sep 17, 2004
With digital recording devices making it easier than ever for television watchers to avoid advertising, companies have to find new and interesting ways to reach customers with their message. This chapter highlights some of the more innovative ways that companies can get their message out.
What They Want: Ten Myths About Your Customers
By Harvey Thompson
Aug 13, 2004
To become customer centered and customer preferred, a firm must change its orientation and design its business capabilities, infrastructure, and measures of success from the outside-in by using the customers' perspective. There are several real issues to overcome to do that.
The Wealth-Creating Power of Franchising
By Stephen Spinelli, Jr., Sue Birley, Robert Rosenberg
Jan 9, 2004
The authors of "Franchising: Pathway to Wealth Creation" discuss how franchising can overcome such common obstacles as administrative efficiency, risk management, and resource constraints.
Public Relations: Knowing What Your Public Wants
By Deirdre Breakenridge, Thomas J. DeLoughry
Jul 18, 2003
The needs of the audience you're communicating with were frequently overlooked during the height of the dot-com mania. Learn how to move back to the fundamentals of public relations and speak directly to the audience your site has in mind.
It's a Homerun: Customer Service Greatness in the Minor Leagues
By David Carter, Darren Rovell
Jun 27, 2003
In the rapidly declining area of customer service in the sports world, minor league baseball is forging ahead as a perfect example of the ideals that should be practiced with relating to customers. By establishing a solid groundwork of customer service, your business will be more likely to accomplish its goals.
The Great Marketing/IT Divide
By Deirdre Breakenridge
Feb 21, 2003
Can the chaotic, frenzied world of marketing work with the relentlessly logical world of IT without confusion, frustration, or loss of productivity? It is possible to narrow the divide between these two groups. Deirdre Breakinridge tells you how.
Using Networks to Harness the Flow of Marketing, Customer Feedback, and Employee Knowledge
By Ross Dawson
Jan 3, 2003
Learn how to build your organization's network presence to take advantage of the information flow to and from your customers! Marketing is oriented to both existing and potential customers, while customer feedback is focused on creating more value for current customers. Organizational knowledge is the successful application of customer feedback to information to work processes within your company. Get inspired here!

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