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Articles

"What am I selling to whom, and why will they buy?" The authors of Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, 2nd Edition explain that determining the answers to this seemingly simple question will have more impact on the success of your venture than anything else.

In this chapter from his book, Seven Steps to Success for Sales Managers: A Strategic Guide to Creating a Winning Sales Team Through Collaboration, Max F. Cates explains that the first step is addressing the one thing you can most influence: yourself. You wouldn’t think of starting a sales campaign without goals, objectives, procedures, ground rules, and training. The same applies to self-management.

In this introduction to his book, The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer, Nicholas Johnson explains that by focusing on authenticity, relevance, transparency, and taking responsibility for experience, insight, and agility, marketers not only can survive in an era of radically heightened customer expectation, but also thrive. Now more than ever, marketing is about customer relationships, customer understanding, and ways to deliver customer value.

The authors of New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization introduce their book, which delivers the first complete, proven blueprint for organizing and executing on global brand marketing.

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Blogs

We used to distinguish between form and function, but in today’s design economy form is function.

What is reality?  Marketers and consumers coexist in a complicated, two-way relationship. It’s often hard to tell where marketing efforts leave off and “the real world” begins. One result of these blurred boundaries is that we are no longer sure where the line that separates this fabricated world from reality begins and ends. Will consumers pay to live in a brand-free environment?

Computer mediated environments like Second Life are not only a new marketing opportunity for corporations, but also a new horizon for educators, policymakers, and non-profits.  Do the promises of these virtual worlds outweigh the pitfalls?

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