Marketing

86 Items

61.	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.
62.	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.
63.	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.
64.	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.
65.	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.
66.	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.
67.	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!
68.	The Role of Technology in Communication and News Management By Gerald R. Baron Dec 27, 2002 New communication management technology provides the means to manage the most challenging issue or crisis situations. Gerald Baron explains how to manage information distribution, inquiry management, internal communication, user access, and other demands of the instant news world.
69.	What Makes the Internet So Powerful? By Robin Miller Dec 27, 2002 Robin Miller explains the basic power of the Internet and how businesses can use it to achieve their goals.
70.	Don't Call Yourself a Permission Marketer When You Are a Direct Marketer By S. F. Allen Aug 2, 2002 Permission Marketing is like dating: like you would your date, permission marketers treat their customers with respect, and invest ample amount of time and energy to the development of the relationship. Learn why this approach is better than the more traditional "brute-force" marketing.
71.	Location-Based Entertainment: the Move from Message to Medium in Marketing By Al Lieberman, Pat Esgate Jun 28, 2002 In this chapter, the authors of "The Entertainment Marketing Revolution" take a look at the growth in certain sectors of the out-of-home entertainment industry — and how entertainment made the move from message to medium in marketing.
72.	Customer Share Marketing: Getting the Most Out of Your Customers By Tom Osenton May 10, 2002 Customer share marketing is the development of an orderly, outbound, offensive marketing plan that is designed not only to retain customers, but also to grow customer share — increasing the amount of business each customer does with your company.
73.	eCommerce Web Interfaces: If It Ain't Useful, It Ain't Valuable By Max McKeown Apr 12, 2002 If it's not usable, then it's not useful. The e-customer wants usability. He may not be able to state exactly how to provide it to him but he DOES know what the experience of dealing with you should be like. And if you don't deliver it, the business will go elsewhere. Max McKeown tells you what to pay attention to.
74.	Building Relationships in Cyberspace By Deirdre Breakenridge Jan 25, 2002 Cyber media relationships require the same components of trust as in the pre-Internet age — with a few twists. Deirdre Breakenridge offers some guidelines for how public relations professionals can forge stronger relationships with journalists.
75.	The Digital Fabric: Organizing for Convergence By Vijay Mahajan, Yoram (Jerry) Wind, Robert E. Gunther Jan 25, 2002 Traditional organizations must be redesigned to adapt to rising consumer expectations. In this article, Jerry Wind, Vijay Mahajan, and Robert Gunther explore how the same technologies that are transforming consumer markets can be applied to organizational ...
76.	Banner Ad Resuscitation By Deirdre Breakenridge Dec 6, 2001 Banner advertising is not dead. It just needed a little resuscitation to jumpstart new and improved approaches. Deirdre Breakenridge takes a look at some of the latest challenges facing banner advertising.
77.	The 5 C's of Convergence Marketing By Yoram (Jerry) Wind, Vijay Mahajan, Robert E. Gunther Dec 6, 2001 E-business and traditional business can come together to create something new and different – and consumers are combining them to suit their tastes. Jerry Wind, Vijay Mahajan, and Robert E. Gunther look at five key areas where convergence occurs.
78.	How Knowledge Management Is Transforming Commerce By James W. Cortada Nov 30, 2001 What is knowledge management and how does it affect your business? James Cortada explains how an effective manager in the emerging digital economy consciously takes overt action to encourage knowledge management and application of inherent corporate ...
79.	Marketing: Making the Transition to the Internet By Deirdre Breakenridge Nov 30, 2001 Marketers need to consider many complexities when taking their message online. Deirdre Breakenridge, the author of Cyberbranding, explains the risks and rewards.
80.	B2B: Alive and Well? By Dale Neef Nov 20, 2001 With the collapse of so many B2C dot-com start-ups and the drastic consolidation of many of the electronic marketplaces and exchanges, many suggest that B2B will suffer a similar fate. In this article, Dale Neef tells us that we need to guard against ...

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